Marketing Research

Students learn how to do research to generate market/consumer insights and thus to inform managerial decisions. Such insight is based on information about both micro (firm, customers, suppliers, competitors) and macro (sociocultural, economical, technological, political, legal) environmental factors. The course starts with a short overview of epistemology and measurement issues. Qualitative and quantitative research methods are introduced. The assignments, including a group project, aim to develop research skills and insight-building- that is, focus on research as a skill and a business practice; as well as enhance writing and presentation skills. Credit units: 3, Prerequisite: MAN 335 or consent of instructor.