IO 573 - Reaching the Target Market: Qualitative Research Methods

Prerequisite(s):

IO 512 - Organizational Consulting Skills

or Department Chair Approval). Reaching your target market and building market share requires identifying the characteristics of the people in that group as well as what they look for in products or services that will make them loyal customers. Techniques for collecting and analyzing data covered in this course include: (1) an overview of qualitative research techniques; (2) designing, conducting, and managing in-depth interviews; focus groups (on-site, telephone, web) and on-line bulletin boards; (3) ethnographic research; (4) hybrid models that combine interviews and focus groups; (5) preventing, avoiding, and dealing with products associated with qualitative research; (6) how to report research findings. (3 Credits)

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