IE code
MK2-103-I-M
Format
Multimedia and interactive
Est. dedication time
90 minutes
Academic Area
Type of publication
Technical Note and tutorial
Awards received
- Most Innovative IE Multimedia Awards 2007 and 2008 Finalist
Description
Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.
Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.
Author's comments
This tutorial provides students from a practical point of view with the methodologies and the main sources to obtain information in market research. At the end of the material students will have the possibility to develop a market research process.
