This is an introductory course in qualitative and survey methods relevant to basic and applied research problems in businesses (with a focus on marketing). Although this is an introductory course, students should be prepared to engage seriously in how qualitative research is conceived, conducted, implemented, and interpreted in business contexts. The course does not emphasize statistical methods, and ability to quickly acquire working knowledge of basic statistics is assumed. The instructor will make an effort to work with students to cover essentials. Students will also require a good understanding of substantive business contexts. In short, while the course accomplishes several objectives, it will focus on the skills required to design and conduct research studies using qualitative and/or survey methods.