MARK 7610: Qualitative Research in Marketing

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. Offered every year.

Not open to students with credit in MARK 8610 or MARK 8630. Prerequisite: Permission of department.

3.0 hours