B8617-001: Marketing Research
R - Full Term, 09:00AM to 01:15PM
Credit hours: 3.0
Location: URI 333
Instructor: Rajan Sambandam
Prerequisite(s): B6601: Marketing, B6014:
Corequisite(s): B6602: Marketing: Innovation through Customer Centricity, Part II
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 guidance decisions to 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 Strategy" and B6014 "Managerial Statistics". Corequisite: B6602 "Managing Marketing Plans".