Understanding Consumer Perceptions: Quan Rsch Meth   [Archived Catalog]
2011-2012 Academic Catalog and Student Handbook with Revised Addendum
   

ECP 703 - Understanding Consumer Perceptions: Quan Rsch Meth


Focusing on your target market, improving customer satisfaction, and building your brand image means keeping your pulse on the public perception of your products and services. Surveys are a key component of a customer awareness strategy. Learning objectives in this course include: (1) When to use survey research, (2) Designing, conducting, and managing quantitative (survey) research, (3) How to ask survey questions that the get the information you need, How to conduct mail, web, and telephone surveys, (4) How to manage, analyze, and interpret survey data, (5) How to choose the right types of analysis, (6) The impact of sampling techniques and sample size, (7) How to report survey findings. (3 credits)