This course is designed to provide students with an appreciation and understanding of the marketing research process, its uses, limitations and biases. Its objectives include providing students with a working knowledge of the concepts, methods and problems of marketing research; developing students’ problem-analysis skills and the ability to translate a management problem into a feasible research question; increasing students’ sensitivity to the biases and limitations of marketing research; and developing students’ ability to critically evaluate a research design, yet still identify useful information. The course is taught using a combination of lectures, discussions, exercises, case analyses and assignments. PREREQUISITES
