Marketing and Business Administration Students Unlock Innovation Through Qualitative Hands-on Experience
HLOs: 
In a rapidly changing landscape where business and marketing intertwine with data and creativity, students enrolled in the MKTG 203 - Marketing Research & Analytics course are leading the way. This semester, Business - Marketing and Business Administration students immersed themselves in a week-long journey of conducting in-person focus groups, providing them with invaluable real-world insights into qualitative research.
Within the framework of MKTG 203, students engage in a comprehensive learning experience that encompasses the creation, preparation, execution, and reporting of focus groups. The Qualitative Research Assignment in MKTG 203 stands as a hallmark of the integrated learning experience for Marketing and Business Administration students. It equips them with an understanding of research methodologies, spanning not only qualitative techniques but also secondary and quantitative research tools. Students gain a holistic perspective on how different facets of the research process are interconnected and how to ensure the reliability of research findings.
This course delves into the latest research practices and technologies, shedding light on how these tools address the challenges encountered by Canadian market researchers. Students acquire a fresh perspective on comprehending consumer needs and recognize the pivotal role played by marketing research in the decision-making process. Their responsibilities encompass the identification, evaluation, and delivery of growth and innovation opportunities through the use of focus groups.
As an integral part of their coursework, students take on the responsibility of identifying, evaluating, and delivering growth and innovation through the medium of focus groups. This project is a hands-on experience, involving the application of data-driven insights, strategic planning, program management, project execution, and the exploration of prospects for business growth and enhancement through diverse research methodologies. It underscores the significance of research in understanding consumer requirements and its fundamental role in shaping critical business decisions.
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