MKTG572E

038426

Whether a firm is consumer, business or service-oriented, acquiring and using information is critical for business planning and decisions. Thus, this course is appropriate for anyone who relies on data in their decision making, whether the context is entrepreneurial, not-for profit, public health, or marketing. This course is designed to provide an overview of applied research methods as used in marketing research and as tools to help make effective marketing decisions. The course is for managers who will be using marketing data rather than those doing \"marketing research.\" The course emphasizes the analysis and interpretation of market research data for marketing/managerial decision making, and the design of research studies so that the results are both meaningful and valid. Towards this end, we will examine exploratory research (including projective techniques and focus groups), descriptive research (including cross-sectional and longitudinal survey research), and causal research (including experimentation and test marketing). The course will cover common areas of application. The focus is on helping the manager become a better consumer of market research data through an improved understanding of the strengths and weaknesses of various research methods as well as a basic understanding of data analysis.

GRD - Regular Grades A, B, C, D, E

Graduate