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Apr 16, 2024
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MKT 431 - Marketing Research(4 credits)
Prerequisite(s): MKT 301 or permission of department chair; must have at least junior standing and be a declared major in the College of Business to be eligible for this course. Develops a managerial appreciation of the role of research in marketing practice and how results are used in decision-making. Emphasizes the total research process as well as specific research steps, stressing information needs, research formulation and design, and research procedure. Integrates and applies concepts through managerially-oriented marketing research cases and a field research project.
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