Course Number: 94-829
This course will provide an introduction to market research as a business
decision-making tool. The primary goal of this course is to equip students with
an understanding of how market research can help them make business
decisions and how they can transform research findings into actionable business
insights. The course also aims to help students gain the ability to evaluate and
interpret research designed and conducted by outside providers.
During the course, we will discuss a wide range of research methods including
in-depth interviews, focus groups, surveys and modeling, and their application
to the services and non-profit sectors. We will also discuss data sources and data
collection methods. Students will have the opportunity to define a business
problem, develop a research plan, collect and analyze data and present findings
and their implications as a class project.