Research and Data Analytics (302-0-20)

Instructors

Chao Yu

Meeting Info

McCormick Foundation Ctr 3127: Mon, Wed 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)

All required reading materials will be provided free of charge on Canvas.

Class Materials (Suggested)

Optional Reading (only buy if you want to gain additional information):
Brown, T., Suter, T. A., & Churchill, G. A. (10th ed.). Basic Marketing Research (BMR).

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Reserved for IMC Certificate Students only.