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Statistics for Marketing Research

Course Code MKTG-748
Lecture hours per week 3
Lab hours per week
Course Availability: Open

This course is the continuation of MKTG 743. It provides the critical foundation of theory to help the student use the concepts with the help of statistical software, such as SAS taught in MKTG 745 and MKTG 746. Consequently, the student will better understand research techniques, methods and evaluation of new knowledge obtained through research.

The instructional methodology consists of lectures supported by authentic and exciting marketing examples in the manufacturing, government and service industries. After formulating the research problem, students learn the underlying reasons of "how", "why" and "when" specific analysis techniques are to be used.

The real differentiating feature of this course is that it strikes a balance between content and math. Whereas in traditional statistics courses the math level is more intense, in this course students leave the calculations to statistical software. Therefore, this course is ideal for the student needing a good understanding of statistical analysis without the traditional heavy burden of math.