Fordham University

Advanced Marketing Tools

Marketing research enables the organization to represent the customer in the firm's decision making structure. TI-ds course prepares managers for working with professional marketing researchers to obtain customer input for new products, advertising, pricing and distribution systems. Topics covered include use of secondary information sources, preparation and evaluation of surveys, basics of data analysis, the marketing research process, and the selection and evaluation of research vendors. Applications that will be discussed include demand estimation and sales forecasting, product concept testing, customer satisfaction analysis, and the overall evaluation of the firm's marketing strategies.