Marketing Research

Catalog description

Marketing research is often the first step in understanding customer perceptions and developing business strategy. This course will prepare managers to design research of their own or to work with professional researchers to better understand the customer perspective of the 4 P's - product, price, promotion and placement. Specific topics covered will be an overview of the industry, history of the field, the research process, qualitative research techniques (including focus groups, indepth interviews, and ethnographies), quantitative research techniques (including survey design, implementation and analysis), data analysis and presenting research findings to business decision-makers.