Prerequisites: ECO 312, MGT 301, and MKT 301. A study of the scope and applications of marketing research, research designs, sampling methods, data collection and analysis, and research report writing.
A detailed study of the various research approaches in marketing. Both qualitative and quantitative research techniques are explored. Emphasis is placed on the steps involved in the research process and on designing and implementing research projects that allow marketers to make more effective decisions.
Prerequisite: MGT 301 and MKT 301. A study of the factors determining consumers' behavior patterns, especially as affected by economics, psychology, social psychology, and cultural anthropology and of the implications of these factors for marketing strategies.