MKTG 401
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Marketing Research
Marketing and Global Supply Chain
Marriott School of Business
Course Description
Concepts and methodology for conducting marketing research. Emphasis on solving problems faced by the marketing manager. Consulting research project required.
When Taught
Fall
Min
3
Fixed
3
Fixed
3
Fixed
0
Other Prerequisites
For Marketing majors only.
Title
Job-Hunting Skills
Learning Outcome
Gain skills and confidence that will separate you from your competitors in a job hunt.
Title
Marketing Research Processes
Learning Outcome
Understand and implement the marketing research process.
Title
Backward Marketing Research
Learning Outcome
Understand and implement “backward” marketing research.
Title
Research and Recommendations
Learning Outcome
Formulate answers to research objectives and make meaningful business recommendations.
Title
Analytic Methods
Learning Outcome
Understand and implement basic analytic methods.
Title
Researching Techniques
Learning Outcome
Understand and employ qualitative and quantitative research techniques and visualize data.
Title
Survey Methodology
Learning Outcome
Identify appropriate questions for survey research. Design and implement a survey methodology to maximize response and response accuracy. Apply intuition for statistical inference in analyzing survey data.
Title
Market Simulator
Learning Outcome
Design and run a conjoint study, including using a market simulator.
Title
Findings
Learning Outcome
Interpret findings from data analysis and make marketing recommendations.
