MGT 108R: Applied Market Research (4 units)

The "R" in the course title signifies that this is a completely remote asynchronous course, so there is no official meeting day/time. You can engage with the content at your own pace. This class fulfills an elective for the Business Minor and Entrepreneurship Minor. 

Prerequisites: Upper-division standing. 

Course Descriptions:

The business world revolves around managerial decisions, and those, in turn, ought to be data driven. In this course we will learn about planning, implementing, and analyzing market research, synthesizing multi-methods research, and presenting market research results. We will do this by actually doing it. We will go through the arc of formulating a market research question, exploratory qualitative research, descriptive quantitative market research. We will learn how to plan and conduct various types of interviews, learn how to design, execute, and analyze surveys, as well as learn how to employ cutting edge tools such as adaptive conjoint analysis to quantify attribute levels and trade-offs.


Course Learning Outcomes

Upon completion of this course, you will be able to:

  • Understand what market research is
  • Develop and execute a market research program (arc)
  • Analyze market research results
  • Synthesize multi-method market research results
  • Present market research