The emphasis in this course is on conceptualizing and conducting a marketing research project as well as using research as an aid for marketing decision making. Both primary and secondary sources of information are considered, along with defining the research problem, research design, measurement and scaling, questionnaire construction, sampling, data analysis, and interpretation. The SPSS statistical software package is used for data management and analysis.

Lecture Hours: 3.00 Lab Hours: 0Total Hours: 3.00