Course Overview and Objectives:
The goal of this course is to enable students to become well-informed “consumers” of state-of-the-art marketing/advertising research. By consumers of research, we mean people who can formulate and structure marketing problems, recommend the research that should be undertaken, appreciate what can and cannot be learned from marketing research, analyze both qualitative and quantitative data, and make effective decisions based on research information.
By the end of the course, students should:
- be able to translate an advertising problem into a feasible research question,
- understand the research process and different types of research,
- be familiar with the issues and techniques of data collection and analysis, and
- be able to design and execute a basic research project.
Click here to download the syllabus.