This course is designed to familiarize students with the market research tools and techniques commonly used by Darden students in marketing internships and graduating students who pursue careers in marketing. The course will cover the basic techniques for market sizing and expose students to important sources of secondary marketing information. It also will cover a number of important primary research topics, including questionnaire design, focus groups, perceptual mapping, conjoint analysis, and market experiments. Course content will feature a combination of cases, exercises, lectures, and a group project. The market intelligence topics will be addressed in the context of important marketing issues such as positioning, target market selection, assessing brand meaning, value pricing, and evaluating communication effectiveness. The emphasis in the course is on the planning and design of gathering marketing intelligence and basic level analysis. Advanced techniques in data analysis will be taught in the Marketing Analytics course.


Academic course objectives:


·         Teach students to define a marketing decision problem and determine what information is necessary to make the decision versus what would be “nice to know”

·         Show students how to collect and analyze information to address some typical marketing issues using classic methods and explore some of the latest approaches to marketing research


Elements of the course grade:


Class contribution                   35%

Final exam or project              35%

Written exercises                     30%