MAN 431 Marketing Research

MAN 431 treats research as a managerial tool: the point is learning how to turn ambiguous business questions into evidence that actually informs a decision, rather than memorizing a checklist of methods. After a brief grounding in epistemology and measurement, you work through both quantitative approaches (surveys, experiments, sampling) and qualitative ones (focus groups, in-depth interviews, ethnography, projective techniques), with a group project that runs end-to-end from problem definition to written report and presentation. It builds directly on the MAN 335 marketing foundation and is where the consumer-behavior and strategy concepts from earlier courses become something you can investigate empirically, which matters because most marketing roles eventually require you to commission, read, or run this kind of study.