Learn the fundamental principles of conducting a properly designed marketing research study and becoming a knowledgeable "consumer" of research, and understand how to apply what you learn to create competitive
advantage. Explore best practices and concrete examples of what healthcare marketers can accomplish
through research, and learn more about when using research is appropriate. Discuss the limitations and
inappropriate use of marketing research, as well as commonly made mistakes.
You will learn to:
1. Design a valid and reliable marketing research study.
2. Become an educated consumer of research.
3. Recognize the most commonly made mistakes.
4. Identify the principles of evidence-based decision making, and the direct and indirect advantages
it creates for those who apply these principles.
5. Understand the range of marketing decisions that can be formed by different research techniques.