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Spring 2018 - MIIS
Aug 11, 2020
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Information Select the Course Number to get further detail on the course. Select the desired Schedule Type to find available classes for the course.

MBAG 8686 - Market Research & Analytics

Marketing research provides decision makers with information to make good marketing-related decisions. When correctly conducted, good marketing research can provide valuable insights into markets, customers, competitors, and the environment within which the firm must operate. Among other things, marketing research can help identify and evaluate marketing opportunities, both in the United States and in other countries, can provide input for strategic development, and help monitor performance. Information can also be used as market research, to assess demographic and economic potential.

This course teaches you how to evaluate research as well as how to do it. We will examine all the phases of the research process, emphasizing techniques to develop high-quality marketing research. Topics include survey design, questionnaire design, statistical analysis of results and reporting. We will place a strong emphasis on creating, administering, and analyzing surveys, and using the information to help professionals make decisions under uncertainty. The course will use industry standard software tools: SPSS (data analysis), Qualtrics (online surveys) and GIS (geographic information systems). Students will work with actual clients to develop and conduct marketing research projects.


3.000 Credit hours
3.000 Lecture hours

Levels: MIIS Graduate
Schedule Types: Lecture

Intl Policy & Management Division
International Management Department


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