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Prerequisite: MKTG 302, 405 and 410. Offered occasionally.
An elective marketing course designed to strengthen abilities to perform marketing research at a level superior to that most marketing graduates worldwide. The topics offered will be chosen with particular emphasis on their value to Egyptian and regional organizations. Such topics include the qualitative techniques-focus groups, long interviews, participant observation, projective exercises-and advanced widely-accepted quantitative market research methods including perceptual mapping, data mining, and conjoint analysis.
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