In this course the students become familiar with the main methodologies of market research for the introduction of a new product or service. The central topics are: The new product/service development process and the need for market research, approaches to sales forecasts, methodologies for desk and qualitative research (idea generation, personal interviews, focus groups....), and quantitative market research methodologies (sampling, questionnaire building and data analysis). The students will choose a methodology that fits best with their new business / product / service idea and apply it in order to gather field data on their idea. The course is evaluated on the students' presentations on their field research.