||This course focuses on both the conceptual and practical aspects of marketing research, with particular emphasis on the latter via a term project. Students examine the criteria used in the initial decision to conduct marketing research and examine those used in the choice of research options. As well, students obtain a grounding in the analytical tools and techniques most commonly used in secondary and primary marketing research in todays business environment. The course also includes a study of the relationship between marketing research and marketing strategy. This course is offered as a first semester course in the Post Diploma Marketing Management Program. The subject matter is treated in a manner consistent with its post-diploma status.