Researching the Target Market: Qual Rsch Methods   [Archived Catalog]
2011-2012 Academic Catalog and Student Handbook with Addendum

ECP 702 - Researching the Target Market: Qual Rsch Methods

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)