MKTG 3710 - Marketing Research and Information Technology

3 hours

Examination of marketing information technologies and marketing research. Students learn why and when to do marketing research, the types and sources of primary and secondary data available, methods for collecting data, the construction of data gathering instruments (e.g. questionnaires), the use of measurement scales, basic sampling, and data analysis techniques. Class emphasizes the use of secondary data sources, especially online, electronic sources of marketing information.

Prerequisite(s): DSCI 2710 and MKTG 3700 (may be taken concurrently).