Semester Hours: 3 The objective of marketing research is to offer information to decision makers which allow them to make better operating decisions and strategy formulation. This course focuses on both the qualitative and quantitative aspects of marketing research including its utilization in market segmentation, market demand analysis, new product design and sales forecasting, among other topics. Students will become familiar with the different stages of the marketing research process; further development of analytical skills to allow students to successfully undertake such research and to be conversant in the terminology and methods used in this endeavor. In addition this course seeks to improve skills in project management, critical thinking, analytical business problem solving, working in a teamwork setting and the use of oral and written communication skills in presentation of research work.
