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May 23, 2024
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2013-2014 Undergraduate and Graduate Catalog [ARCHIVED CATALOG]
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MKTG 3710D - Marketing Research and Information Technology3 hours
Examination of marketing information technologies and marketing research. Students learn why and when to do marketing research, the types and sources of primary and secondary data available, methods for collecting data, the construction of data gathering instruments (e.g. questionnaires), the use of measurement scales, basic sampling, and data analysis techniques. Class emphasizes the use of secondary data sources, especially on-line, electronic sources of marketing information. Prerequisite(s): DSCI 2710D and MKTG 3700D (may be taken concurrently).
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