MK 604 - Market Research and Account Planning

Credits: 4
Introduces the fundamentals of problem definition, hypotheses development, and data gathering from primary and secondary sources. Covers research methods including research options, formulating research problems, designs, and data collection methods. The use of both qualitative and quantitative methods is covered. The organizational structures for the research function are described together with an in-depth analysis of the role of the account planning in marketing communication across the spectrum of organizations that initiate, develop, and implement communication programs.