The goals of the course are to

(i) acquire a knowledge of concepts and techniques required

to conduct marketing research, and

(ii) apply this knowledge in real world marketing research problems.

These goals are achieved through several means.

Lectures: You are expected to read the assigned chapters before the class meetings. The lectures will be based largely on the material covered in the text but will not be restricted to the text.

Discussions: You are encouraged to actively participate in class discussion.

Cases: Cases provide a means of applying concepts to real world scenarios. Several cases covering a broad range of topics in marketing research will be used.

Tutorials: Tutorials will be conducted at a computer lab to provide direct experience with various aspects of marketing research.

Project: The project will provide first hand experience of carrying out a marketing research project from start to finish.

Video Materials: Several video-based support materials will enhance the learning of concepts and their applications.

Exams: Exams provide a test of understanding of concepts as well as their application.

Assignments: Assignments will stress the application of concepts and the use of information technology.

Back to Marketing Research Homepage