Qualitative Techniques

Catalog description

This course will be an introduction to the market research process with applications to either students' own companies or companies in the marketplace. This course will cover qualitative research, as well as converting management problems to answerable research questions. Each section will have a focus on best practices to collect and interpret the data. The focus of the course is qualitative research as it is a powerful tool which plays a part in conducting food and beverage marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction, and market segmentation, among other food and beverage marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Students will be assessed by completing a full market research report from hypothesis generation to analysis and will involve multiple qualitative methods. This course counts for the market research requirement in the Food Marketing MBA.