Description
This course analyzes methods that can be used to help satisfy marketing and business issues, such as planning strategy, problem-solving, pricing, or control. Students will be exposed to various marketing research techniques that are generally accepted in the industry today. Emphasis will be placed on understanding what issues can be addressed by marketing research, how to perform marketing research, and how to interpret and utilize the outcome obtained through market research. In general, marketing research delineates the information required to address an issue, designs the methods of collecting information, manages and implements the data gathering process, analyzes and interprets the results, and communicates the findings and their implementation. Each student shall complete several small projects.