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Statistics and Marketing Research

IMC 451 (Core)

Statistics and Marketing Research overviews the marketing research process and goes into depth on basic statistical analysis. Students learn to define the research problem and select an appropriate research design.

The course covers descriptive and causal research, questionnaire design, sampling and experimental design, univariate and multivariate descriptive statistics, confidence intervals and hypothesis tests for means and percents. The course also addresses ways of creating visual displays to present the findings from a marketing research study.

Topics from probability theory are also covered, including conditional probabilities and independence; discrete, binomial and normal random variables; and sampling distributions. You learn how to analyze customer databases and surveys using statistical software.


Student Advisory Notes: The management of IMC disciplines demands a rich understanding in statistical and research methods. If your work experience has not required this understanding, you are strongly encouraged to take this course early in the program, and if possible, without other courses in the quarter in which you take it. If you have any additional questions, please contact your academic advisor, Nate Daigle.