AEM 5410 - Marketing Research

Spring. 3 credits. Student option grading (no audit).

Prerequisite: AEM 2400 or AEM 2420 or equivalent. Co-meets with AEM 4410.

Staff.

This course provides a fundamental understanding of marketing research methods typically employed by firms. It is primarily aimed towards the manager who must decide the direction of research activities and focuses on how one should design research, construct questionnaires, and collect and analyze data. The course will primarily focus on the interpretation and use of results rather than mathematical derivations. Students will be exposed to the practical side of marketing research through problem sets and projects.