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".
John A. Howard Professor of Business
Professor Jedidi has taught New Product Development, Marketing Research, Managing Marketing Programs, and Applied Multivariate Statistics. He has extensively published in leading marketing, statistics, and psychometric journals, the most recent of which have appeared in the Journal of Marketing Research, Marketing Science, Management Science, the International Journal of Research in Marketing, and Psychometrika. His substantive research interests include pricing, new product development, and market...