Welcome to BA 431

Welcome to BA 431 - Term 1, 2005

Marketing Research and Consumer Behavior

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As stated in the Saint Martin’s University catalog, this “course covers preliminary research design; instrument development; data sources; sampling, processing and interpretation; and evaluation of data.”

Today’s successful businesses are consumer-centric and market focused. Marketers utilize marketing research and consumer behavior knowledge to gain a competitive business advantage in markets where few significant differences exist between product and service offerings. Critical research skills and an understanding of consumer behavior are part of the necessary skill set for anyone engaged in a growing competitive global environment.