MARKET RESEARCH

Catalog description

This course examines the fundamentals of marketing research with the integration of statistical programs to collect and analyze information to support decision making. The student will acquire theoretical knowledge and practical skills in research that will add value to academia and contribute to existing business solutions. The student will value ethics in their investigations. The knowledge acquired in this discipline will be useful to find so lutions to problems, know the behavior of consumers in the preference of a brand, product, service or business, develop more effective promotions for a company in a digital world, create a new product or modify an existing product, identify services that may be in greater demand in the future, or study social networks to analyze the digital market. Contextualization of the issues using the business environment in Puerto Rico as the main setting, while considering their global aspect. Emphasis on the development of knowledge, skills and critical thinking skills, through the analysis of current business problems, which allow the student to evaluate and propose solutions to them based on the results of the investigation. Also, the development of skills related to research, new technologies and communication is facilitated.