According to Cooper and Schindler in Marketing Research (McGraw-Hill Irwin, 2006), Marketing Research is a systematic inquiry that provides information to guide marketing decisions. More specifically, as expanded by the American Marketing Association (AMA), it is a process of determining, acquiring, analyzing and synthesizing, and disseminating relevant marketing data, information and insights to decision makers in ways that mobilize the orgamnization to take appropriate marketing actions that, in turn, maximize business performance.
- MKTG2152 Consumer Behavior (Fall/Spring: 3)
- MKTG2153 Marketing Research (Fall/Spring: 3)
BA, MBA, University of Illinois
PhD, Stanford University