Understand the strengths, weaknesses, and appropriate settings for survey research. Understand the strengths, weaknesses, and appropriate settings for experimental research. Understand the concept of sampling. Understand the concepts of reliability and validity in the marketing research context. Understand why statistical tests are useful.
Skills Be able to moderate a focus group.
Be able to interpret qualitative data. Be able to generate a reasonable survey instrument. The course materials consist of the text and handouts to be distributed in class. In general, lectures will supplement the reading material, but to some extent they will highlight information contained in the textbooks. While the professor will endeavor to make the course interesting and informative, she expects students to be active contributors to the classroom learning environment.