Research Methods in Marketing
Interpreting and using the results of market research, including evaluating the quality of the research studies as part of an overall assessment of whether a study???s result should be relied upon. Becoming familiar with advanced marketing research tools in terms of their purposes and how to use their results to improve managerial decision-making. Focus on using marketing research as opposed to conducting such studies.
 Hours3.0 Credit, 3.0 Lecture, 0.0 Lab
Course Outcomes: 

When to Perform Market Research

Students will learn to identify whether marketing research should be performed in a given managerial situation.

Type of Marketing Research

Students will learn to determine the type of marketing research study that should be performed.

Avoiding Common Problems

Students will learn how to avoid the common problems that plague marketing managers when commissioning marketing research.

Avoiding Common Biases

Students should learn to avoid the common biases that influence managers when they consider the results of marketing research.

Group Work

Students will learn to work more effectively in group.

Effective Communication

Students will learn to communicate more effectively (both orally and in writing).