Course Number: PSU-MKT 403
Course Name: Marketing Research
Number of Credit Hours: 3 Credits
Prerequisite(s):
N/A
Corequisite(s):
N/A
Course Description:
The goal of this course is to provide a fundamental understanding of marketing research methods. Marketing research is an organized way of developing and providing information for decision-making purposes. This course is aimed at the manager, who is the ultimate user of research and who is responsible for determining the scope and direction of research activities conducted on his/her behalf. This course will focus on both qualitative and quantitative aspects of marketing research and how they help managers in addressing substantive marketing problems such as: market segmentation, estimating market potential, forecasting, developing advertising and pricing policies and designing and positioning new products.
