Consumer Insights

This course is designed to provide an overview of marketing research that yields consumer insights for use in effective marketing decision-making. 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
2) How to analyze and interpret market research data for marketing decision-making.
Toward this end, we will examine a variety of marketing research techniques, including focus groups, projective techniques, in-depth interviews, observation, ethnography, and basic data visualization. This course will provide students with a “hands-on” experience with these various marketing research techniques, through case discussions and group projects.