Effective marketing decisions often depend on effective marketing research. In a fast changing marketing landscape, and with subjective perceptions often driving customer decisions, data is often difficult to collect and when collected can be misleading and confusing. Proper marketing research techniques allow the marketing practitioner to sift through the noise to collect and analyze data for generating the most effective marketing insights. For this, market researchers deploy a wide variety of tools, procedures and frameworks leading to the proper collection, analysis and use of such data. This course will teach the students the basic marketing research tools and procedures, with a special attention to survey research and qualitative research techniques. It will teach the students basic statistical procedures and how to interpret statistical results. The students will also learn how to create a professional market research proposal. The course will be taught with a combination of lectures, case studies, assignments, and discussions. There will be two quizzes to test the understanding of materials. A marketing research proposal is an integral part of the course. As part of this project, the students will work in a group to create and present a Marketing Research proposal for a company.
