Customer Research&Analytics

Catalog description

Examines the role of information in marketing decision making. Students learn to collect, analyze, interpret, and apply information from primary and secondary data sources. Topics include problem definition, secondary data, experimental design, focus groups, survey research, questionnaire design, and data analysis. Both qualitative and quantitative approaches are covered, with an emphasis on managerial implications. The course aims to engage students with customer research methods by considering examples and applications, along with the challenges of conducting research in the real world. <i>IMC</i>