Introduction to the scientific method and technology of marketing research to provide innovative solutions to real-life research problems. In this unit, students play the roles of both the client (in defining the research purpose and objectives) and the researcher (in designing the research methodology, questionnaire, sampling plan, and data analysis) in a market research project to support strategic decision making. Managerially oriented with a strong practical bias. -- Course Website
Prerequisites: 314190 (v.1)<br/> Marketing Management 510<br/> <br/> or any previous version
