Marketing Research: Concepts and Techniques
X460.6 (2 semester units in Business Administration)
A requirement in the Certificate Program in MarketingThis comprehensive introduction to market research covers how to conduct focus groups and surveys, both via the Internet and offline; design questionnaires; interpret data; and present findings. Special emphasis is placed on using market research for developing new products and to improve service, and on how to target the most profitable customers.
Click below for sections, start dates, locations, instructors,
and to enroll.
Wed. Sept. 3, San Francisco
PETER YOUNG, M.A., is currently serving as a United States Fulbright Scholar, recently returned to the Bay Area from a teaching assignment at Belarusian State University's School of Business and Management of Technology. He is a Senior Instructor of Graduate Business Programs at Notre Dame de Namur University and has previously taught in Extension’s marketing program. An experienced journalist, educator, and digital media practitioner, he has published several peer-reviewed papers and written several articles.
- 10 meetings
- Sept. 3 to Nov. 5: Wed., 6:30-9:30 pm
- San Francisco: Room TBA, Jewish Community Center of San Francisco, 3200 California St.
- $625 (EDP 308635)
Enroll
Textbook(s) for this course:
Marketing Research Within A Changing Information Environment
Author: Hair, Bush, and Ortinau
Publisher: McGraw-Hill/Irwin
Edition: 3rd Edition
Publication Year: 2005
ISBN: 0072830875
Tues. Sept. 9, Online
NICKI SHOVAR, Ph.D., has more than 20 years experience using consumer research methods to support marketing and product design decisions. She directs all US research for Ubisoft Entertainment, a publisher of video games in San Francisco. Her team conducts a wide variety of qualitative and quantitative research projects designed to understand the experience of video gamers. Her previous research experience includes consumer packaged goods, telecommunications, and enterprise software. Her specialty is using research to estimate the market value of new products and service concepts. Her teaching experience includes nine years at UC Berkeley Extension (online and classroom courses), as well as MBA courses in marketing at St. Mary’s College.
- Online course: Internet access required
- Sept. 9 to Dec. 2
- $700 (EDP 848267)
Enroll
Textbook(s) for this course:
Marketing Research Essentials
Author: Carl McDaniel, Jr. and Roger Gates
Publisher: Wiley
Edition: 6th
Publication Year: 2007
ISBN: 9780470131985
AND
Business Administration X460.6 Reader
This reader must be purchased from Specialty Books at www.specialty-books.com/unex/ or by calling 1-800-466-1365.
Sections closed for enrollment
Wed. June 4, San Francisco
MONICA BATRA, M.B.A., is a market researcher experienced in new product development at major consumer- goods companies. She works in market research at the Clorox Company. Previously, she worked at Procter & Gamble and the Andrew Jergens Company.
- 10 meetings
- June 4 to Aug. 6: Wed., 6:30-9:30 pm
- San Francisco: Room 813, UC Berkeley Extension Downtown Center, 425 Market St., 8th Floor (enter on Fremont St.)
- $625 (EDP 304386)
Courses begin every month. A new edition of our catalog is published
three times a year in early April, July and December.