Principles of Marketing Research

This course introduces students to the field of marketing research and how it can help managers make better marketing decisions. The course follows the logic of the marketing research process, specifically the planning, collection, and analysis of data relevant to marketing decision-making and communication of the results of this analysis to management. The goal of this course is to give students a basic understanding of the scope of marketing research so that they may become effective buyers and users (rather than practitioners) of marketing research.

Note: Check with the institution regarding start/ end dates, prices, and delivery method. These may vary according to program, section, and/or semester.