GSM6260

Designed to help students become wise consumers or users of marketing research. Defines marketing research as a set of techniques and principles for systematically collecting, recording, analyzing, and interpreting data that can aid decision makers who are involved in the marketing of goods, services, and ideas. Emphasizes techniques that provide information which reduces uncertainty in the decision making process and shifts the basis for decision making from intuitive information gathering to systematic and objective investigation.

Atkinson Graduate School of Management

Salem