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2015-2016 Catalog

ECON 361 Marketing Research

Although the pervasive assumption in microeconomics is that firms know their markets demand functions, understanding how firms actually acquire this information requires studying the well-established techniques embodied in the field of marketing research. Consumer demand features studied include preferences among existing products, new product development, competitive analysis, and customer satisfaction. Research design, data collection methods, sampling issues, and data analysis using basic and advanced statistical techniques are covered. Students apply econometrics to the task of understanding consumers' needs.

Prerequisite

ECON 251 and ECON 253

Instructor

Ruebeck