چکیده (انگلیسی):

In the marketing research class taught at University of South Carolina, Upstate School of Business
and Economics, pedagogical emphasis is placed on the marketing research process as it relates to
the policies and functions of the business enterprise. Historically, the marketing research p roject has
been used in this undergraduate class to convey the nuances of market research to students.
Participating students define the problem or opportunity for their client, determine budgets and
timetables, select and design the research instrument(s), collect the data, organize and analyze the
data, and present the project findings. A recent project, which involved work for the City of
Sunshine, identified, measured, and analyzed specific “quality of life” variables and assessed the
impact of the city’s revitalization efforts on the perceptions of its citizens. The study targeted three
population sectors using questionnaires for data collection. The data was consolidated and analyzed
by the students using WebSurveyor’s online survey tools. Comparative analysis was also performed
using secondary data sources such as city tourism and visitor information, as well as sundry
information from previous projects and similar city revitalization plans. The results of their analysis
and corresponding conclusions are outlined in this paper.