Seminar in Market Research

Catalog description

Section information text: Business leaders and decision makers need accurate information to introduce projects and services that create appeal and value in the mind of the consumer. In this seminar course, independent scholars explore the processes and methods of studying markets and focus on understanding the empirical research process. They survey marketing research methods in the context of understanding competitive opportunities, new product development, and positioning a product or service in the marketplace. They examine the practices of utilizing public databases, spotting trends, and identifying opportunities for new research in the field. Independent scholars hone critical-thinking and analytical skills by formulating an original research topic related to the course literature, which they present and discuss with their peers. They accomplish course objectives by examining foundational literature and theories, seminal works, and established models in the field of marketing research.