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Marketing Research

Опубликовано на портале: 16-10-2003
Дисциплина: Marketing research
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

The objective of the course is to provide a rigorous experience in marketing research methods. The course is aimed at the manager, who is the ultimate user of the research and is responsible for determining the major scope and direction of research activities. Techniques of data collection, evaluation of alternative sources of information, and methods of evaluating data and presenting the results are covered. The course should help managers recognize the role of systematic information gathering and analysis in making marketing decisions. The course also deals with how to define information needs; the use of test marketing procedures; forms of analysis applicable to marketing research information; and the role of models in decision making.