MKT 3203 Marketing Research

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Marketing research is the systematic collection, registration, and analysis of qualitative and quantitative data on marketing products and services issues. The goal is to identify and assess how changing elements of the marketing mix affect customer behavior.

This includes identifying the data needed to address these problems, and developing methods for collecting information, managing and implementing the data collection process. After analyzing the collected data, send these findings and findings (including their impact) to those who have the power to take action against them.

The purpose of market research is to support management decisions. In this course, students will become familiar with the different stages of the marketing research process. The focus will be on how to:

1. Define information requirements and design studies satisfy these needs.

2. Collect, analyze and use marketing research data to make effective management decisions.

3. Communicate research results and impact on a different audience.

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