The course is the students’ opportunity to execute a professional marketing or business research study in their area of specialization. Students exercise their professionalism and applied research skills to facilitate a sound business decision on a problem/opportunity in a real client business context. 

In this course, students apply their research design and execution skills (e.g., survey writing, focus group, interviews, desk research, etc.) using consultative, project management, and client service knowledge as they work in teams on a marketing problem. They prepare a professional research report and present findings and recommendations to a selected audience.

• Address client project needs by evaluating the availability of secondary research and designing required primary research
• Collect research data to maximize representative, timely, and comprehensive research findings
• Use project management techniques to execute the research process
• Adhere to professional and ethical guidelines to minimize harm to participants and challenges about the authorship
• Interpret research findings to formulate recommendations
• Present results and recommendations to disseminate research findings

• A professional business report (PDF, 10-15 pages)
• A professional business presentation, with slides (10-12 minutes, live or prerecorded)
• Weekly check-in sessions with the clients. (clients must be available (virtually) for 30-45 minutes per week from Jan-April, 2024)