The purpose of the course is to acquaint students with theoretical and practical approaches to the major elements of the marketing research process through case analysis, discussion, presentations and group projects.
Course participants are required to have completed a marketing course. This course is not a statistics course, therefore, more attention will be directed towards understanding different marketing research tools and their different applications than exercises in statistics.
This course was developed to prepare all participants for more advanced understanding of marketing research methods, data collection, analysis as a tool in management, and strategic decision-making involving decision on in-house research versus outsource research and selection of the most effective marketing research tools given available resources for problem solving.