Advanced issues in questionnaire and research design, advanced sampling techniques, focus groups, and report writing. Advanced quantitative techniques including bivariate and multiple regression, factor analysis, cluster analysis, and discriminate analysis. The Seminar begins with situating qualitative research in the social sciences. A number of different qualitative research methods are examined In the first half of the semester. The remainder of the semester is devoted to one particular qualitative method-focus groups.
Students examine the nuts and bolts of organizing, conducting, and reporting on focus groups.
In order to provide students with real world experience with this research method, students are required to organize, conduct, and report on at least one focus group. Theoretical and empirical study of public opinion and its role in policy formation. Current theories and research of buyer behavior from marketing, psychology, sociology, cultural anthropology, and economics are analyzed with special attention to their application in managerial decision-making. Specific theories of buyer learning, attitude development, perception, group interactions and decision-making, organization dynamics, personality and culture are used to explain and predict customer response to market offerings. Other related electives are available through the Political Science Department, Marketing Department, and the Communication Sciences Department.