Fall, Spring

This course exposes students to the tools and research methodologies used to gain actionable consumer insights and emphasizes hands-on analytical experience with marketing data. Students learn skills to formulate marketing problems and research objectives, measure variables, create a survey via an online survey tool (e.g., Qualtrics), collect data, analyze them by statistical software (e.g., SPSS), visualize and communicate the result, and translate the result into sound strategic recommendations to increase a firm's performance in the marketplace. Students learn to use statistical techniques including chi-square, t-test, correlation, ANOVA, general linear modeling, and multiple regression.