Focus Groups for Market and Social Research

1117 [CRN: 14986]

This course introduces students to a range of qualitative research methods commonly used in market and social science research. It is designed to provide students with a skill set that will allow them to conduct and design market and social research that gets below the surface of the traditional survey. Focus groups, ethnographic observation and user-centered research are widely used in product design, communications, marketing and entrepreneurship research. Students will learn and practice all of the methods introduced in the course by conducting a semester-long research project, will gain insight into which methods are most appropriate for particular research needs.
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