Consumer Insights for Marketing Decision Making

2 credits · Owen Graduate School of Management

This course is designed to provide an overview of marketing research and its use in making effective marketing decisions. Because MBA students are not typically training for careers in market research, the course emphasizes two things that are very relevant for a marketing manager: (1) how to evaluate the design of research studies to assess whether the results are valid and meaningful, and (2) how to analyze and interpret qualitative market research data for marketing decision making. We examine a variety of marketing research techniques including focus groups, observation, in-depth interviews, and secondary data. This course provides students with "hands on" experiences conducting actual research relevant to real world issues. Corequisite: MGT 6361. [2]