Students in this course develop and conduct a qualitative and quantitative research project for a local business. This begins with a meeting with the client to determine what information is needed to address the client’s issues. Then they must decide which method is needed to collect this information. The students develop a discussion guide for their focus groups and program a survey in Qualtrics to collect the needed information. Then they collect the data from students. he students use multiple data analysis techniques in IBM SPSS Statistics to analyze the data for the client (summary stats, sig diff testing (t & z tests), cross tabs, ANOVA, regression)).The students must first clean the data and conduct the necessary transformations. Then they must visualize the data comparing perceptions of their client’s brand vs. competitors. Finally, they use analytical techniques (correlation, regression) to identify the relationship (drivers) of specific company attributes and overall brand performance. Students finish by presenting their findings to the client. Achieves technology student learning outcomes a, b, c, and d.

View MKT 4140 in the Academic Catalog

Approved for Data Intensive Course Designation starting Fall 2025.