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FMK 721 Qualitative Research Techniques in Food Marketing Research

Qualitative research is a powerful tool which plays a part in conducting food marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other food marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has grown as an important tool of understanding markets and customers. This course will examine these facets of qualitative research using cases and class exercises to help students develop a working understanding of these tools.