DMA 667 - Digital Marketing Research Methods

Marketing research is the systematic design, collection, and analysis of data that helps organizations make decisions about the internal and external factors of the business namely product quality, promotion and distribution strategies, pricing strategy, competitors’ actions, customer needs etc. The research process in marketing requires the application of the scientific method to reach objective conclusions. New technologies have created multiple touch points that allow researchers to access vast amount of consumer data. Organizations use various techniques to organize, sort and analyze the data. The objective of this course is to expose students to the digital research process by identifying digital data sources, retrieving the data, organizing and analyzing data, presenting the findings, and taking action in a way that benefit organizations and consumers.

Prerequisite(s): Undergraduate statistics course; Graduate Level standing
Co-requisite(s):
Credits: 3

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