In this course, students explore the role of marketing research in the overall marketing effort, the research process, and the most common approaches/techniques used. Marketing research is critical to helping marketers make decisions. Students explore the information needs of marketers, develop the research process, and discuss sampling techniques and data collection methods of primary data. Particular emphasis is placed on communicating the research results to different audiences. During the course, a full range of data sources, such as the Internet, are also carefully evaluated. Students analyze company cases to evaluate if, when and how to use marketing research tools and work in groups to complete a marketing research project.

*Course content subject to change