MKT 330 - Market Research

Credits: 3
Class Hours: 3
The primary goal of this course is the understanding of how market research can help businesses make the best decisions and how they can transform research findings into actionable business insights. The course also aims to help students gain the ability to evaluate and interpret research designed and conducted by outside providers. During the course, we will discuss a wide range of research methods including in-depth interviews, focus groups, surveys and modeling, and their application to the services and non-profit sectors. We will also discuss data sources and data collection methods. Students will have the opportunity to define a business problem, develop a research plan, collect and analyze data and present findings and their implications as a class project.

Prerequisites: BUS 241 - Principles of Marketing; (3cr)