Marketing Research and Consumer Behavior

The marketing research portion of the course includes the allocation and usage of secondary as well as primary data sources, the understanding of basic concepts, the collection of information, the proper analysis of the data acquired, and the screening of sample applications. The consumer behavior section of the course will introduce the student to knowledge, concepts, and models that use consumer behavior to generate explanations for the behavior of individual consumers and groups, the decisions they make, and the culture they live in. The final section of the course focuses on the application of marketing research and consumer behavior. The student will learn how these skills can help them in business, as well as how to build their own research study.