Roles & Responsibilities

• Understand the marketplace, such as trends, competitors, and motivating forces

• Gather secondary research and compile it in a whitepaper, which is a summary of what’s out there about the client

• Conduct primary research to fill the gaps in secondary research (ex. Focus groups and interviews)

What is a Research director?

The research director is responsible for understanding as much as possible about the client, its competitors and its consumers through conducting primary and secondary research.  In order to be successful, a research director must be analytical and think critically.

Classes to take:

• ADV 281: Advertising Research Methods

• BADM 322: Marketing Research

• ADV 396: Research Experience

• ADV 482: Qualitative Research

• ADV 484: Quantitative Research

• ADV 496: UG Research Project