Overall, the course will introduce students to marketing research, its applications to managerial decision-making and emphasize research as an aid to problem solving in marketing management. The course will take students through all the steps in the process of conducting marketing research and using the obtained insights to make well-informed decisions. The specific objectives are to:
Develop the participants’ problem analysis skills, and ability to translate a management problem into a feasible research question
Provide participants with a working knowledge of the concepts and methods of marketing research
Increase sensitivity to the biases and limitations of marketing data
Introduce students to the utility of the internet in conducting marketing research