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.

View video introduction.

Prerequisites: B6601 "Marketing Strategy" and B6014 "Managerial Statistics". Corequisite: B6602 "Managing Marketing Plans".