MKT 442: Marketing Research

Prerequisite: MKT 311, POM 212, MKT 330; Senior Standing; Marketing Majors and Minors only or by permission of instructor

This course provides an introduction to the principles and applications of marketing research in contemporary business environments. Students learn how to define marketing problems, design research studies, collect and analyze data, and communicate actionable insights for managerial decision-making. The course covers both qualitative and quantitative research methods, survey design, sampling, questionnaire development, and statistical analysis with user-friendly statistical software. Emphasis is placed on data-driven decision-making, consumer insights, digital research tools, ethics in marketing research, and the growing role of artificial intelligence and analytics in contemporary marketing practice.