Marketing Research has increasingly become an important part of our lives as students, teachers, practitioners and users. Marketing Research is an information providing activity that aids managers and consumers to make ultimately better decisions. There are several issues that will be discussed in this class: (1) the use of marketing research information in decision-making, (2) examination of the techniques of marketing research, and (3) the consumption of marketing research information.

The course objectives are: To help students develop an understanding of the use of marketing research information in strategic decision-making, To familiarize students with the techniques of marketing research, To help students develop the skills to apply marketing research tools in real life situations.