BADM 305 - Marketing Research

Credit Hours: 4
Frequency of Offering: Offered annually in the fall semester

Modern marketing revolves around understanding and responding proactively to consumer needs and the marketing environment. Marketing research focuses on understanding consumers and the environment in which they operate and has therefore always been central to marketing. In today’s data-rich environment, analytics extends the role of marketing research by transforming diverse data sources into actionable insights through quantitative and computational methods. The traditional paradigm of marketing research involves a formal research design process with the goal of generating useful insights for marketing decision-makers. With this paradigm as its foundation, key developments in analytics including descriptive analytics, predictive modeling, experimentation, data visualization, and AI-assisted insight generation have transformed the practice of marketing research. This course offers a rigorous foundation in marketing research complemented by a practical introduction to analytics. By linking research design with analytical execution for real-world, decision-oriented challenges, the course equips students to collect, analyze, and interpret data to inform strategic marketing decisions and support evidence-based business outcomes.

Prerequisite(s): BADM 302.