Secondary Market Research

This course provides an introduction to marketing research. It focuses on the collection, analysis and reporting of secondary data (data that has already been published) for planning, evaluating and improving marketing programs. Secondary data is used to answer questions about the size and segmentation of markets, competitor strategies, media effectiveness and changing customer needs. Students will be introduced to paper based, database and Internet sources of marketing data and information and will complete a research project. 

 

Note: Check with the institution regarding start/end dates, prices, and delivery method. These may vary according to program, section, and/or semester.