BUSA 4350 Marketing Research

This course will prepare managers and owners for working with professional researchers or to design simple research of their own to obtain customer input for new products, advertising, pricing and distribution systems. Specific topics covered will be the use of secondary information sources, preparation and evaluation of surveys, basics of data evaluation and the marketing research process. Applications will include demand estimation and forecasting, concept testing, consumer satisfaction analysis and product development. Students will conduct actual research in-group projects.

Credits

3

Prerequisite

BUSA 3500 or consent of the instructor and BUSA 3200

Typically Offered

Athens Campus: spring evening — Demorest Campus: fall day

Student Learning Outcomes

At the successful completion of this course, students will be able to:

1. Understand the difference in quantitative and qualitative research methodologies and the appropriate use of each.
2. Understand best practices in research design, including crafting a research objective statement.
3. Understand techniques for designing questionnaires that elicit information needed by decision-makers in business.
4. Analyze marketing research data using quantitative techniques.
5. Present data and analysis for decision-makers in business.