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    University of Virginia
   
 
  Jan 16, 2018
 
 
    
Undergraduate Record 2006-2007 [ARCHIVED RECORD]

COMM 353 - Marketing Research Techniques


The basic objective of this course is to develop a general understanding of research methodology as a prerequisite to the intelligent use of research results in marketing management. Thus, the course is designed to provide an introductory background that enables the student to evaluate the potential value of proposed research and to assess the relevance, reliability, and validity of existing research. This research-evaluation ability requires knowledge of the language and techniques of marketing research, including research designs, data collection instruments, sample designs, and varieties of data analysis. (Y)

Prerequisites & Notes
Prerequisite: Second-semester, third-year Commerce standing or permission of instructor.

Credits: 3