Research and Data Analytics (302-0-20)

Instructors

Carolyn Wells Keller

Meeting Info

Fisk Hall 311: Tues, Thurs 9:00AM - 10:50AM

Overview of class

Covers analytic methods and metrics to develop, execute and evaluate marketing communications. Students learn how to design questionnaires and analyze survey results, and evaluate customer behavior by analyzing customer databases. Covers methods to evaluate media use including web analytics and social media metrics. Develops hands-on analytic skills with Qualtrics survey software and SPSS statistics software.

Class Materials (Required)

Basic Marketing Research (9th edition) by Tom Brown, Tracy A. Suter, Gilbert A. Churchill

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Reserved for IMC Certificate Students only.