This course is designed to provide a basic understanding of the nature and scope of marketing research problems and the methods used to solve those problems, including interviews, focus groups, surveys, experiments, and web-tracking paradigms. Such marketing research problems
are a central tool in many areas of management activity, including Entrepreneurship, Strategy,
and IT, as well as in Marketing itself.
This course will help you conduct and critically evaluate commercial and non-commercial research and will add to your strategic repertoire of analytical tools useful for any business decision. The course is designed to deal with questions of marketing research and marketing intelligence at a managerial level, and will focus on rigorous analysis rather than statistical calculation. All class sessions are interactive, requiring active participation in class discussions. The course will be built upon your existing statistical and analytic skills, so you are advised to review the basic fundamentals in preparation for the course. You will be required to calculate basic descriptive statistics in Excel or interpret outputs from a related package such as Stata, but this will not be a hands-on course in statistical package usage. However, complex statistical tools will be demonstrated and discussed.
Instructor Biography - Yi Qian
Course Outline - Class of 2018 - updated July 28, 2017
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