Description
An introduction to the field of research methods as they apply to marketing research. The course covers such topics as choosing a research problem, selecting an appropriate research design, data collection, questionnaire construction, data reduction and analysis, and research management. In order to develop the student’s capability to conduct research, the course incorporates several exercises and projects that provide the students with a realistic understanding of the research process. This course aims to teach the basic techniques and also provide practice in conducting exploratory research.
Prerequisite(s):STA-326