MKTG612

043594

This course will introduce students to testing theories and relationships with the development of constructs and addressing issues revolving around the measurement of such constructs - two of the most fundamental and classic components of empirical research in the social sciences. In addition, this course will explore the key issues related to conducting the broad variety of research methods used in marketing including lab experiments, field and natural experiments, survey research, secondary data analysis, and qualitative research. By the end of the course, students should be able to use fundamental research concepts gained in the course to design and evaluate research in marketing.

GRD - Regular Grades A, B, C, D, E

Graduate