For informed business planning and sound decision-making, marketers need comprehensive intelligence regarding their customers. This advanced market research course is based on the idea that to understand customer attitudes, sentiments, and behavior fully both qualitative and quantitative research are required. Students will learn how to select and execute the right research to obtain customer intelligence, make sense of it, and apply it to marketing problems. Throughout the semester, we will emphasize the complementarity of qualitative and quantitative methods, and how combining them – tapping art and science – can yield brand-building marketing strategies.
B8656 - 001
Part of Term
MBA - Full Term
Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.
Tuesday, Thursday 09/05/2023 - 12/08/2023 10:50AM - 12:20PM Geffen 420