Nov 24, 2020  
2013-2014 University Catalog 
2013-2014 University Catalog [ARCHIVED CATALOG]

PB 752 - Introduction to Market Research

This course examines qualitative methods, such as focus groups and individual in-depth interviews, and quantitative methods, such as self-administered questionnaires, conjoint analysis, discrete choice models, internet surveys, and various hybrid marketing research methods. Application of results in designing and testing marketing communications, SWOT analysis, and designing and evaluating marketing tactics will be explored.

Prerequisites & Notes
(Prerequisites: PB 751 and PB 731)


Credits: 2