Description
This course provides the primary tool for exploring new opportunities in the marketplace by the systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from produces to consumer. Emphasis will be on how to: specify information needs and design a research study to meet those needs; collect, analyze and use marketing research data to make effective marketing decisions; and communicate the research findings and their implications to various publics, including top management. Prerequisites: BUS 330.