3 credits
Fall 2026 Lecture Upper Division
This course equips students with the knowledge and skills to plan, design, and execute effective marketing research projects that inform strategic decision-making. Students will gain hands-on experience with key research methodologies, including both qualitative and quantitative approaches, and learn to analyze and interpret data for actionable business insights. Special emphasis is placed on evaluating the quality and utility of research findings in real-world marketing contexts. In addition, the course explores the emerging role of artificial intelligence (AI) in marketing research, introducing students to AI-powered tools for data analysis, customer insights, text analytics, and automation of research processes. Students will learn how to integrate traditional research techniques with AI-driven methods to enhance the speed, accuracy, and scope of marketing insights.
Learning Outcomes1Identify and prioritize marketing research needs by analyzing a firm's marketing plan.
2Demonstrate competency using a variety of research methods, such as regression, conjoint analysis, multi-dimensional scaling, and cross-tabulation.
3Develop a marketing research proposal that includes a problem description, associated research theory and models, a research instrument, a description of data collection procedures and protocols, and data analysis.
4Critique different marketing research projects, identifying strengths, weaknesses and potential improvements in theory, measurement and analysis.
5Demonstrate the ability to work in teams to design, conduct and report marketing research.
Prerequisites
Restrictions
made by Purdue students.