This course is part of the following part-time on campus and/or online program(s):
Students apply the theory of sound marketing research to understand its importance in the managerial decision-making process in today's competitive marketplace. They apply current techniques to collect, record and analyze data relating to relevant business marketing challenges. Working in teams, students develop and execute a full research study for industry. This study involves specific delineation of problems, design of a research proposal along with collection of secondary and primary data. Teams create and implement a quantitative research effort using a survey they design and a qualitative effort by holding a focus group. Teams complete the term by interpreting their study's findings and presenting the results for management action.
All sections for this course are in progress.