This course will help students conduct and critically evaluate commercial and non-commercial marketing research and will add to their 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—rather than a technical level-- and will focus on rigorous analysis rather than statistical calculation.
By the end of the course, students will be able to
- Design a research project to achieve a specific research objective.
- Identify the appropriate marketing research techniques needed to achieve a research objective.
- Identify weaknesses in marketing research designs.
- Interpret findings of marketing research and make recommendations.
Instructor - Cluny South
