Section 1
, Sep 12 - Dec 19, 2000
The NYU Midtown Center, 11 West 42nd St.

Section 2
, Sep 7 - Dec 14, 2000
The NYU Midtown Center, 11 West 42nd St.

3 credits

This course is structured into two segments. The first segment, focusing on consumer behavior, uses behavioral science concepts to explain consumer motivation and behavior as they relate to effective market segmentation, product positioning, and overall market strategy. The second segment concentrates on the study of market research. Both primary and secondary research methodologies and tools are explored, including the use of on-line information sources. Students learn how to select and evaluate various research alternatives. Additional topics include behavior models, surveys, qualitative and quantitative methods, and evaluation techniques.