This course covers the core principles of qualitative marketing research. Qualitative marketing research is often used to investigate the consumer experience, develop deeper insight into the needs of the consumers, and overall find answers to the "why" of consumer behavior. In this course, students will learn to design, conduct, analyze, interpret and present marketing research studies using the most common qualitative marketing research techniques including interviews, focus groups, ethnography, and observations.
Prerequisites
Semester Offered
Fall