Market & Managerial Research

Market and Managerial Research integrates the study of marketing research with the study of consumer behavior for the purpose of developing information that supports managerial decision-making. The objective of this course is to provide an understanding of marketing research methods employed by well-managed firms. The course is aimed at managers who are the ultimate users of the research and consultants who assist managers in their decision-making. The course will focus on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions, and develop an appreciation for the potential contributions and limitations of marketing research data. The material presented in this course will be in the context of an overall information system used by management to make strategic or operational decisions.