The topics of this course would focus on the practical marketing decision problem, discuss on how to transfer it to a research issue, select suitable statistical models, coordinate with the general theory of marketing dynamic and heterogeneous thought, and decide on appropriate way to solve marketing decision problem. This course covers quality and quantity research methods including focus groups discussion, questionnaire design and experimental design. The topics including: introduction to course philosophy, structure, and policy, the nature and scope of marketing research, marketing research process, design, and implementation, secondary data and exploratory research, descriptive research I: qualitative and observational methods of data collection, descriptive research II: survey methods, attitude measurement & designing the questionnaire, data collection and descriptive analysis, causal research and sampling fundamentals of data analysis.

1. Students will learn to perform some of the more common qualitative and quantitative techniques.
2. Students will be able to deliver a professional quality presentation accompanied by appropriate technology.
3. In a case setting, students will be able to use appropriate analytical techniques to identify a business problem, generate and compare alternatives, and develop a solution.