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, Chair of the Marketing Division
Kamel Jedidi is the John Howard Professor of Business and the Chair of the Marketing Division at Columbia Business School, New York. He holds a bachelor’s degree in Economics from University of Tunis and Master and Ph.D. degrees in Marketing and Statistics from the Wharton School, University of Pennsylvania. Dr. Jedidi has extensively published in leading marketing...