BUS 312 Marketing Research

This course introduces marketing research as the key link between the customer and strategic decision makers in profit and not-for-profit sector organizations. The course focuses on the gathering and analysis of data and includes research design, primary and secondary data sources, quantitative and qualitative methods of data collection, and analysis and interpretation. Includes the use of statistical software. Students conduct a semester-long research project for their portfolio. Prerequisites: BUS 253, MAT 120.