MARKETNG 796
Market Research
Mark Berry
Description from DukeHub
This is a course about making decisions with marketing data. Participants will learn about the sorts of marketing decision problems in which research information might prove useful, problems of selection of target market, new product or service introduction, customer retention, pricing, etc. Students will learn how to specify the decision to be made and the information required to make the decision. They will learn how to acquire secondary and primary market research data and judge its quality and appropriateness to the decision problem at hand. They will learn how to analyze and interpret the resultant data to make the decision. This course is for Daytime MBA and Accelerated Daytime MBA students.
Skills
- data and statisticsAI review: "analyze and interpret the resultant data to make the decision"
- research methodsAI review: "acquire secondary and primary market research data and judge its quality"
AI-resilient: 1 of 5
- No: Physical, lab or field work
- No: Live work with people
- Yes: Judgment someone is accountable for · "decisions"
- No: A craft you practice with your hands or body
- No: Small, in-person format
The checks lean on Microsoft Research, Working with AI (2025), which found generative AI applies least to physical work and hands-on work with people. A signal, not a promise. How the score works
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