This is an undergraduate business elective course in Marketing Research. The objective of the course is to introduce the student to the field of marketing research. Although secondary and qualitative research are included, the course primarily considers survey research. The material is presented using classroom discussion and lectures.
Students also benefit by conducting their own research project.
This entails working with an organization to understand their information needs, design a research study, develop a questionnaire, select a sample, administer the survey, code and analyze the data, and prepare a written and oral presentation of the results and conclusions.