Course Overview

Marketing research is about collecting quality information for data-driven managerial decision-making. The basic objective of this course is to help you conduct and use research to make more effective business decisions.

Learning Achievement

The main objective of this course is to equip students with the key concepts and methods of marketing research, and allow student to understand how to apply those tools to solve real-life business problems. This course focuses equally on (i) technical competence and (ii) application to real-life problems. We cover the technical aspects of marketing research (both qualitative and quantitative research methods) through the lectures, homework assignments, and the group project. We also discuss real life application using various mini-cases.

Competence

Course prerequisites

*Prerequisite: Marketing Management_ *Majors-only (including minor and double major students). *Restrict to graduate students.

Grading Philosophy

Course schedule

Course type

Online Course Requirement

Instructor

Yu-Ping Chen

Other information

Graduate Institute of International Business

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