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Title:
Marketing Research
Scheduled:
2008, Mini 2
Course Number:
45-822
Course Type:
Masters Program
Description:
In recent years we have witnessed increased pressure on the competitiveness of the firms. While some firms as an immediate measure trim their labor and other costs the long-run solution is the responsiveness to the needs of the customers in the increasingly global marketplace. A successful business strategy therefore must be based on the thorough understanding of the marketplace. The development implementation and monitoring the compliance with such a strategy require - from both the general and marketing managers - processing of large amounts of information about the company environment customers present competitors and potential entrants suppliers legal developments various publics etc.brbr The process that involves acquisition processing and communication of information about the company environment is precisely the function of a marketing research specialist. In this course we will study this process primarily from the standpoint of a marketing and general manager. Thus the course is designed to make you an intelligent user of marketing research.brbrWe will work toward the following specific objectivesbrbr¥ To improve your problem definition skills.brbr¥ To learn alternative methods of pursuing market research and to enhance your ability to evaluate critically these alternatives.brbr¥ To acquire basic knowledge and skills needed to implement a research design. This will help you to brbr- Refine and expand this knowledge in the future should you decide to become a market researcher.brbr- Assess feasibility and needs of various projects you will delegate to a market researcher.brbr- Perform basic market research for your own company should you decide to undertake or continue with your own enterprise. This is what venture capitalists and creditors expect you to do.brbr¥ To enable you to do basic data analysis.br
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