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    Rivier University
  Jan 22, 2018
2017-2018 Undergraduate Catalog
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BUS 327 - Marketing Research

Marketing research is an essential requirement to effective strategy setting and tactical decision by both not-for-profit and for-profit organizations. This course will cover the marketing research process in depth.  The process will be applied to real world marketing problems to demonstrate the value of information in determining marketing mix variables (product definition, pricing, etc.). Qualitative research, such as focus groups, as well as quantitative methods and the use of electronic databases will be employed in the course. This course may be writing assisted.

Prerequisites & Notes

Credits: 3

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