The overall objective of the course is to foster a basic understanding of two "families" of qualitative approaches to conducting marketing research. Initially, the focus is on defining research objectives and choosing appropriate methods; then a more detailed examination of interviewing and observational methods will follow.

Duplicate Credit

Not open to students with credit in MARK 8610 or MARK 8630

Semester Course Offered

Offered every year.

Grading System

A-F (Traditional)


Permission of department

Athena Title


Syllabi MARK 7610
Credit Hours 3.0