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Study the central concepts of marketing research, as well as the tools and techniques used to support good marketing decisions. You follow the research process from the determination of an organization's marketing problem to the application of the appropriate research design to resolve that problem.
Course Outline
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Course Objectives
- Apply the key concepts and terminology of marketing research
- Determine how the marketing research process is applied to marketing problems to make appropriate decisions
- Use appropriate, secondary data resources to clarify marketing problems
- Distinguish between good and ineffective qualitative and quantitative research tools
- Create effective research designs and instruments to solve marketing problems
- Understand and use approaches for primary data collection
- Design a research process to solve a marketing problem using the most appropriate research techniques for a given situation
- Demonstrate an understanding of data-analysis techniques
- Consolidate and present an entire research project, from defining a marketing problem to compiling the data, with appropriate recommendations based on the research conducted.
Course content subject to change.