Marketing Research

This course introduces you to the methodologies and procedures used in marketing research to gather market and customer insights. You will learn how to choose the best research methodologies to address specific marketing problems, how to construct studies for maximum insight, and how to critically evaluate research findings to make sound strategic business decisions. The course discusses both qualitative and quantitative approaches. The course is directed at graduate students pursuing/expanding careers in product and brand management, consulting, digital analytics, marketing research, and product development and innovation. By the end of the course, you will communicate data-driven decisions via strategic planning.