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Marketing Research

Spring 2014 MBA Course

B8617-001: Marketing Research

R - Full Term, 09:00AM to 12:15PM
Location: URI 142

Instructor: Rajan Sambandam

The primary objective of this course is to provide students with tools to undertake and critically evaluate marketing research projects. A hands-on approach is used to explore both qualitative and quantitative marketing-research tools, including the use of SPSS for data analysis. During the semester, student groups complete an entire marketing research project, using the results to guide decisions for a real company. This course is particularly relevant for students interested in careers in consulting; product, service and brand management; and media and communications as well as for entrepreneurs.

View video introduction.

Prerequisites: B6601 "Marketing: Innovation through Customer Centricity, Part I" and B6100 "Managerial Statistics". Corequisite: B6602 "Marketing: Innovation through Customer Centricity, Part II".


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