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Feb 19, 2025
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MKT 4320 - Qualitative Consumer Insights 3 Credits (3 Contact Hours)
Marketers need to understand their customers profoundly for informed strategy development and sound decision making. This course takes an in-depth look at applying social science to produce insights about consumers in a qualitative marketing research context to generate epiphanies that traditional marketing research cannot deliver. The strengths and limitations of qualitative and quantitative research are explored, as well as the types of questions that each methodology can and cannot answer. Students learn how to craft respondent screeners, develop research questions, design qualitative research projects, conduct qualitative research, and interpret findings to produce fresh insights. Preq: MKT 3310 .
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