Applied Market Research

4 credits

The business world revolves around managerial decisions, and those ought to be data driven. In this course we will learn about planning, implementing, and analyzing market research; synthesizing multi-methods research; and presenting market research results. We will do this by actually doing it. We will learn how to plan and conduct interviews; how to design, execute, and analyze surveys; and how to employ cutting-edge tools such as adaptive conjoint analysis to quantify attribute levels and trade-offs. This course is a distance education course. Prerequisites: MBA student or consent of instructor.