Consumer Market Research

Providing a comprehensive and practical approach to conducting relevant, useful marketing and advertising research, this course examines consumer behavior and how it can influence marketing and advertising decision-making, as well as methodologies used to gather primary and secondary research data, analyze and interpret that data and make recommendations based on research activities. Instruction also explores the use of surveys and focus groups--on and offline--as well as conventional research methods. Students build valuable skills and techniques needed to tabulate, analyze and present market research data, the foundation of a well-conceived marketing strategy.