MKTG 420 Marketing Research

This course explores the processes and techniques used to gather, analyze, and report information essential for managerial and marketing decision-making. Students will study both secondary and primary research methods, with an emphasis on survey methodologies. The course includes a strong focus on data analysis, covering key statistical techniques and modern analytical tools used in marketing research. Students will design and implement a marketing research study, applying industry-relevant practices such as data visualization, AI-driven insights, and automation in research analysis.

Prerequisites

• MKTG 300: Marketing Principles and STAT 201: Statistics I

Special information

Prerequisite: Goal I: Communication - Part I Writing, plus 30 credits must be satisfied.