This course will introduce you to quantitative marketing research. A significant amount of the class is devoted to survey research. You'll learn how to design a survey, code one in Qualtrics (online survey platform), cleaning data in Excel, analyzing results in SPSS (statistical computing software). You'll craft compelling visuals, insights, and business recommendations from a survey. Students are encouraged to execute a survey that will inform a real business challenge they are facing in their work. Statistical techniques and analyses you'll learn include: calculating sample size required to meet objectives, descriptive statistics, inferential statistics, cross-tabs, chi-square, significance testing of proportions and means, ANOVA, MaxDiff. Additional topics include: the marketing research industry, and marketing research code of standards.
Prerequisite
BUS 601 (Quantitative Business Analysis); BUS 655 (Marketing Management)
Textbooks and Materials
Please check the CSU Bookstore for textbook information. Textbook listings are available at the CSU Bookstore about 3 weeks prior to the start of the term.
