BUSA 4355 Advanced Business Analytics
This course surveys the research process in marketing research, focusing primarily on quantitative techniques and analysis. Students will gain an understanding of the differences between quantitative and qualitative research, as well as the design and implementation of research. Students will earn about survey design, implementation and analysis. Specific analytical techniques explored include descriptive analytics, such as cross-tabulations with significance testing, segmentation using cluster analysis and loyalty measures (such as Net Promoter Score, churn and retention). As time allows, students will also learn predictive techniques (regressions) and prescriptive techniques (such as TURF and market basket analysis). The special challenge that big data presents to the market researcher is fully integrated into this course. Furthermore, this course employs statistical software.
Prerequisite
BUSA 3580 or consent of instructor
Typically Offered
Athens Campus: not offered — Demorest Campus: TBA