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.
Prerequisites: B6601 "Marketing: Innovation through Customer Centricity, Part I" and B6100 "Managerial Statistics". Corequisite: B6602 "Marketing: Innovation through Customer Centricity, Part II".
Adjunct Associate Professor of Business
Rajan Sambandam is Chief Research Officer and Partner at TRC, a custom market research firm located near Philadelphia. He has been a practicing researcher for two decades and has taught Marketing Research in Columbia Business School since 2013. Prior to that, he was a Knowledge Partner for the Yale Center of Customer Insights, at the Yale School of Management. He has conducted research...