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May 18, 2024
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MK 332 - Quantitative and Qualitative Research MethodsCredits: 4 credits
Introduces the scientific method and the processes of primary quantitative and qualitative research in marketing communications. Marketing problems are identified, research objectives formulated, research design determined, questionnaires developed, sampling methods designed, data analyzed and interpreted. The various uses of research in targeting, positioning, product decision-making, messaging, and media utilization are demonstrated.
Prerequisite(s)/Course Restrictions: MK 220 , MK 221 , MK 222 , and MT 207 .
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