This course is designed to provide students with an understanding of the marketing research process, its uses, limitations and biases. Students should acquire problem-analysis skills and learn to translate a management problem into a marketing research question. Students will learn about the advantages and limitations of various research methods, both qualitative (e.g. focus groups, observation, ethnography) and quantitative (e.g. surveys, experiments), and how to appropriately deploy them in a hands-on practice of marketing research. The ability to work well in teams and apply concepts learned in readings and in class to real-world research problems will substantially contribute to a student's success in this class.
Prerequisites: COMM 131/231 and COMM 132 and COMM 162
Restrictions: This course is restricted to students enrolled in the 3rd or 4th year of the Commerce Program.