MKTG 6155 3.00
| Title | CONSUMER INSIGHT - QUALITATIVE MARKETING RESEARCH |
|---|---|
| Level | Graduate |
| Department | MARKETING - ROOM SSB N304A, (416) 736-5076 fax (416) 736-5762 |
| Description | In this course, students learn to conduct, analyze, and evaluate qualitative research in a marketing and management context. The course is centered around a group project focused on product or brand consumption. Through various project phases, students learn project planning, qualitative data collection, analysis, and interpretation, visual methods, videography, netnography, projective methods, and report preparation and presentation skills. Prerequisite: MKTG 5200 3.0 |