BU 2203 - Market Research

Hours: 3

Upon completion of this course, students should understand the role of marketing research, the stages of the research process, research degrees for collecting primary data, measurement, concepts, sampling and fieldwork, and data analysis and interpretation. Students will conduct a marketing research project utilizing a computerized database. The emphasis of the course will be equally on (1) research techniques and technical skills involving research design, quantitative analytical methods, and software and (2)marketing analysis–with emphasis on cases, practical applications, and decision making in real world marketing contexts. Each student in a team format will conduct a research project. The research project will require a hands-on-application of the principles and methods covered in the course.

Prerequisite: None
Corequisite: BU 1013, BT 2013.