Students are taught basic marketing research skills and are provided with the opportunity to practice these skills in a real setting. Key areas of marketing research including problem identification, defining project scope, developing a research approach, conducting fieldwork, engaging in analysis, and reporting are featured heavily. In addition, issues such as sampling, quantitative research tools, and marketing implications are covered. Basic qualitative research is also addressed in the course. ​A core feature includes the undertaking of a major project that spans the duration of the term.