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Comprendre le rôle de la recherche commerciale et sa contribution au fonctionnement de l'entreprise 2. Connaître les principales méthodes et les outils de la recherche marketing afin de les utiliser convenablement, d'en voir les forces et les faiblesses, et de pouvoir juger de leur pertinence dans un projet de recherche 3.
Apprendre comment appliquer les techniques et les méthodes de la recherche en marketing (par le biais d'un projet de recherche en marketing réel). 4.
S'initier à l'analyse et à l'interprétation des données de recherche recueillies par une recherche primaire. .
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