The objectives of this course are threefold: (1) to impart the end-to-end sense and logic of the marketing research process through hands-on assignments and projects, (2) to juxtapose the features, requirements, and limitations of various alternatives for designing the optimal marketing research project, and (3) to provide an accessible introduction to analytical methods for making sense of data collected through marketing research.
Students will learn the tricks of the trade through a combination of lectures, individual assignments, in-class computer demonstrations, and a guest lecture.
Recipient: International University of Japan
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