B8617-002: Marketing Research
R - Full Term, 02:15PM to 05:30PM
Instructor: Rajan Sambandam
Corequisite(s): B6602Download Syllabus
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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".