This program is designed for marketers, sales professionals, entrepreneurs, business owners or anyone interested in leveraging research to answer business questions, make decisions and solve important challenges.
Explore research tools and techniques needed to execute various marketing research projects. Emphasis will be on how marketing research fits into the strategic planning process; conducting situation analyses and exploratory research; identifying and locating sources of secondary data including Internet and other online resources; evaluating and selecting appropriate methods for conducting primary research; designing data gathering tools; conducting effective survey fieldwork; and tabulating, analyzing and reporting of primary research findings. Students will be required to complete a major multi-method marketing research project.