Market Research

Course Overview

Timely and high quality information is crucial for the success of firms in today’s highly competitive and evolving environment. Market research is an organized way of developing and providing information for managerial decision-making. This course takes the perspective of the manager who uses market research data. The course will introduce students to research methodology and implementation, as well as how to evaluate market research proposals and reports. The course is quantitative in its orientation and will provide an overview of how market research methods can be applied to solve problems in specific application areas such as estimating market potential, designing and positioning new products and services, pricing, and measuring customer satisfaction. The class consists of lectures, classroom discussions, and an applied team project.