Designed to create awareness of the role of marketing research in solving marketing problems. Develops knowledge of the methods of marketing research; the ability to undertake marketing research studies; and skills in evaluating research proposals. Students carryout practical research studies by analyzing marketing information needs; designing the research; undertaking the research; analyzing the data collected; and making relevant inferences and recommendations. Topics include: product, media, attitude research and market forecasting for both consumer and industrial markets. PREREQ: COMM 2035 (min. 60%). (cst 3) cr 3
