In this course, students will learn how to:
- Identify and deal with ethical issues facing market researchers
- Identify sources of secondary data relevant to marketing
- Determine whether qualitative or quantitative research is appropriate in a given situation
- Critically evaluate survey methodology
- Design experiments to investigate causal relationships between variables
- Design a questionnaire to meet research objectives
- Use Qualtrics to conduct an online survey
- Design a sampling plan to gather data
- Use SPSS to analyze data
