Qualitative Marketing Research
MGT 461a
Course Description:
Qualitative Marketing Research: This course is designed to provide an overview of qualitative marketing research and its use in making effective marketing decisions. Because MBA students are not typically training for careers in market research, the course emphasizes two things that are very relevant for a marketing manager: 1) how to evaluate the design of research studies to assess whether the results are valid and meaningful, and 2) how to analyze and interpret market research data for marketing decision making. Towards this end, we will examine a variety of qualitative research techniques, including focus groups, observation, in-depth interviews, ZMET, and projective techniques. This course will provide students with a ?hands-on? experience with qualitative marketing research techniques, through case discussions and assignments. Co-requisite: MGT 361. 2 credits. Professor Jennifer Escalas.
2 Credit(s)
Faculty:
- Jennifer Escalas (View Profile)
Subject Area(s):
- Marketing
Program(s):
- MBA
Please Note: Not all courses are scheduled each semester. Complete class schedules are available upon enrollment.
