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2014-2015 Undergraduate & Graduate Catalog

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MKT 660 - Marketing Research and Analysis

An examination of marketing information needs and resources including the collection and dissemination of primary and secondary data and the cost-benefit consequences of all information gathering procedures. Topics include problem definition, research design, sampling techniques, data collection, analysis, etc. The emphasis is on conceptualizing, conducting, and evaluating marketing research. Prerequisite: MKT 651.

Credits: 3

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