MARKET RESEARCH&PRIMARY INTELLIGENCE

This course is designed to provide a comprehensive overview of the principles and fundamentals of market research and primary intelligence. The course includes the study of both the qualitative and quantitative methods used in contemporary market research along with the tools and techniques used in the collection, analysis and measurement of data. The course is organized from a management perspective using an applied, problem analysis format. A real life research project will be used to reinforce the theoretical concepts presented during the term. The course is student-oriented with a focused learning approach. Accordingly, it is taught from an applied perspective to challenge and help students to understand the role, importance, and operational fit of market research in the workplace. The use of technology is emphasized with emphasis on research via the internet, development of an on-line survey and SPSS for statistical evaluation. Students are expected to take an active role and participate in class discussions, interactive assignments, and team/group exercises.