Methods and techniques used to generate primary data in commercial marketing research. Design of research projects, methods for generating primary data, sampling of human populations, experimental design, and data analysis. An extension of MARK 4311. Concentrates on the question of data analysis in marketing research. Topics include data analysis via interactive computing, and introduction and use of major statistical software packages.
Emphasis is on application rather than theory.
The philosophy, concepts, and techniques underlying the planning and control of sales and inventories in retail stores. Discussion moves from a basic understanding of profit and loss statement to the actual planning of merchandising operations. Emphasis on planning and control. Topics include marketing research for new products, product strategy, brand management, the product portfolio, and others. A capstone course which stresses the integration of the student's knowledge in the areas of economics, finance, management and organization theory, and marketing.