The course is taught using a mix of interactive lectures, business cases, class discussions, computer exercises, and student presentations.

The structure of this course is organized in two major parts:

1. The first part is made up of three to four introductory sessions. Each of these sessions focuses on one specific quantitative research method. Students will have to be prepared for class discussion (there will be reading assignments for each session). While in the first half of each session we will discuss the conceptual idea, the statistical properties, and interpretative aspects of the focused method, the second half trains students to use and apply it in a marketing context. The latter is accomplished by data case assignments, which are completed in class under supervision and assistance by the instructors. The results of the data case assignments are presented and discussed at the end of the session.
2. The second part builds on the introductory sessions, but is organized in breakout groups. Each group of students will work on a typical business case mimicking a real-world marketing research issue using the concepts and methods learned throughout the program. The findings will be presented in a final presentation session.