Description
Understanding why and how a consumer decides to select a certain product is a key part of the marketing process. Insight into this process is garnered through the systematic collection of data through targeted marketing research. A comprehensive understanding of consumer preferences and brand perception can only be gained through the application of targeted consumer research. This course will explore what makes a consumer buy and how marketers can leverage research to make data-informed decisions that ultimately shape marketing choices.
Prerequisites: MGT 704 and MGT 747
Offered: Online and on campus
(Three credit hours)