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Marketing Research

(Core Course)

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. Students learn how to analyze customer databases and surveys using statistical software. 

Advisory notes for online students: The management of IMC disciplines demands a rich understanding in statistical and research methods. Those students whose work experience has not required this understanding are strongly encouraged to take this course early in the program, and if possible, without other courses in the quarter in which they take it.  Additionally, for students less experienced in these methods, this course is strongly recommended prior to taking IMC II: Strategic Process, which also demands familiarity with analytic techniques taught in Marketing Research.​