Marketing Research Methods
Credits
2
Max Credits
2
The process of acquiring, classifying and interpreting primary and secondary marketing data needed for intelligent, profitable marketing decisions. Evaluation of the appropriateness of alternative methodologies, such as the inductive, deductive, survey, observational, and experimental. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions.
Pre-Requisite: BUSM606/BMGT630: Data, Models and Decisions and BUSM612/BMGT612: Marketing Management