This unit teaches students to review the quantitative research techniques acquired in earlier units and introduces some qualitative methods. The purpose of the unit is to concentrate on the application of research techniques to problems confronting marketing managers in strategic and operational situations. While the emphasis is on applications, students will be expected to be able to appreciate the differences in techniques and to be able to select appropriate methodologies that will produce relevant information sets for decision making. The focus will be on placing research methodology into a decision-making context. -- Course Website
Instructor: Associate Professor Hume Winzar
Prerequisites: MKTG101 and (STAT122 or STAT170 or STAT171 or PSY122)
