A decision oriented course, which introduces students to the market research process. It covers different aspects of marketing research, both quantitative and qualitative, and as such teaches some essential fundamentals for the students to master in case they want to specialize in marketing. And includes alternative research approaches (exploratory, descriptive, causal), data collection, sampling, analysis and evaluation procedures are discussed. Theoretical and technical considerations in design and execution of market research are stressed. Instruction involves lectures and projects including computer analysis.
Social and Behavioural Sciences