Marketing Research

Catalog description

The Marketing Research course introduces students to the marketing research process and the various methods of collecting primary and secondary data. Learners will analyze marketing research case studies and will be introduced to guidelines for the ethical treatment of participants, sponsors, and researchers and will be introduced to qualitative and quantitative marketing data. Learners will review qualitative and quantitative research methods, practice data collection methods and techniques, and design research instruments including surveys, interviews, and focus groups. Learners will practice determining appropriate sampling and sample size for research projects and will designs a market research proposal, determines sample size, designs research tools & pilot tests research tools.