MKTG 261 - Marketing Research I

5 CR

Previously MKTG 210.
Provides an in-depth look at how marketing utilizes business research to solve problems, uncover opportunities, and drive additional revenue. Students will get hands-on experience with business question formulation, data analysis and interpretation, presenting findings to business leaders, and managerial decision-making. Only MKTG 210 or 261 can be taken for credit, not both.

Recommended: MKTG 101.
Course Outcomes

State a business research question that can be answered during this academic quarter
Employ both primary and secondary research to gather data for the business problem
Explore data sources appropriate for marketing research, and balancing costs and time associated with each to their relative value
Optimize future marketing campaign efforts based on research findings
Present findings to stakeholders and explain how they shape larger business concerns

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