MSCM 820. Marketing Intelligence. 3 Hours.
This course is an introduction to marketing research. The emphasis will be on providing an understanding of the value of marketing research and the tools to engage in the process. The objectives are to understand research planning, types of research and design, to determine appropriate sampling, data collections methods and research methodologies, to understand, apply and interpret fundamental concepts of data analysis and analysis software. Topics covered will include the research process, understanding data sources, qualitative research, measurement and scaling issues, questionnaire design, analysis of data, and the research report. Prerequisite: DSCI 810. This course is open only to students in the full-time MBA program. LEC.