MK 8200: Marketing Research
(can be substituted with International Marketing Research)
Good marketing research has wide-reaching impacts by changing what managers do, sparking new intellectual insights, and even changing what is traditionally taught in the classroom. This course discusses the collection and use of information on customers and their needs for designing successful marketing programs. The course focuses on the skills necessary to obtain and use customer input for product or service design, communications, pricing, distribution, and brand & customer management. Some of the topics covered include: research design; use of secondary information sources; decision support systems; sampling techniques; questionnaire design; scaling and measurement; and multivariate data analysis procedures. The applications discussed in the course include the creation and use of databases; customer satisfaction measurement; brand & customer equity; and the use of the Internet as an information gathering tool. The importance of adapting the research design to the global environment will also be discussed thoroughly.