2 to 4 credits
Fall 2026 Lecture
The purpose of this course is to develop skills in the planning and execution of market research studies designed to acquire useful information for marketing decisions. It aims to familiarize students with techniques of research design, data cleansing and collection, and analysis procedures. Students will also be exposed to (cutting-edge) analysis techniques that are suitable for advanced methods. Emphasis is placed on executing a marketing research project that is intended for the students to have a first-hand experience to illustrate the concepts and methods from such techniques.
Learning Outcomes1Conduct market research by using a mix of analytical, communication, and technical skills developed in class.
2Develop a marketing research design.
3Prepare and analyze marketing research data by cleaning data, organizing datasets, and conducting basic analyses (e.g., descriptive statistics, cross-tabulations) to interpret results and inform decisions.
Prerequisites
Restrictions
made by Purdue students.