This course will help students apply the theory of sound marketing research to understand its importance in the managerial decision-making process and apply current techniques to collect, record, and analyze data relating to marketing problems. The emphasis is on preparing and executing a research study for industry. It involves the specific delineation of problems, design of a research proposal, collection of secondary and primary data (both qualitative and quantitative), interpretation of research findings and presentation of the results for management action. |
