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Marketing Research

(Core Course)

Marketing Research overviews the marketing research process and goes into depth on marketing analytics with basic statistical analysis. Students learn how to transform strategic business challenges into analytics and research problems that resolve into high impact business presentations. Today's cross-channel marketing requires a fusion of advanced marketing analytics and research techniques as the "Big Data" exhaust of digital and social channels grows exponentially. The data exhaust of marketing channels augments the in-depth quantitative and qualitative gathering of data through more traditional research.

This course covers data analytics, 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 provides innovative visualization techniques to present the marketing analytics and research results. Students learn how to analyze and extract value from customer databases and surveys using foundational software for both analysis and visualization.