Course Description
The major underlying emphasis of this course is that of allowing students to develop their information researching skills and for problem solving and decision making purposes. This course is designed to introduce and familiarize students with the concepts and tools of marketing information research used by information providers (researchers) and information users (decision makers) in the transformation process of raw data structures into meaningful managerial information. Students will learn not only interpretative skills but also skills of assessing the value of marketing information. Students will be exposed to the problems encountered when conducting primary and secondary-oriented research studies as well as insights for resolving those problems. The course will feature interactive discussions of the assigned topics between the students and professor and the students will learn and use the Internet throughout the course.
The course will be empirical and pragmatic in nature, with considerable emphasis on the understanding and applying the following concepts: research methods, marketing problem (opportunity) definition, transformation of initial problems into information problems and data requirements, data collection processes (secondary, electronic and primary), construct and scale measurements and scaling, database construction and mining, sampling procedures, questionnaire construction, data analysis and interpretation of results.

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