Research Process and Methodology

(3 Credits)

This course provides students with the skills needed to successfully work in research. Throughout the course, students learn the importance of understanding target audiences and how to conduct research on these audiences to strengthen marketing planning and execution. The first half of the course focuses on formal research processes, methodologies, design, and collection. The second half of the course focuses on research tactics, including writing surveys, conducting interviews, hosting focus groups, and preparing to conceptualize a research topic. Students also learn methods for correct citations, quoting works without plagiarizing, copyright infringement, legal and ethical issues in research, and receive training in working with human subjects. In this course, students also prepare research proposals as a springboard for their Capstone thesis.