*Prerequisite: Core 2. Typically this course is offered Spring and Summer

The basic objective of this course is to develop the student’s understanding of marketing research as it applies to marketing decision making. The course covers principles of qualitative, experimental and survey research designs, secondary and syndicated data sources, questionnaire designing, and basic analysis. The major focus will be on the tools used to properly collect market research information. Students will also be expected to carry out a marketing research project based on these principles.