This course focuses on qualitative research methods exploring the "why" and "how" behind customer behavior and business challenges in acquisition, retention, product development, branding, advertising, and customer experience. Through real-world projects, lectures, expert sessions, and qualitative tools, students learn methods to collect and analyze qualitative data and communicate insights to stakeholders. Drawing from foundational literature and practitioner resources, the course covers in-depth interviews, focus groups, ethnographic studies, usability testing, customer journey mapping, and emerging methodologies that fill information gaps, define key questions, and complement other research efforts supporting business decisions. Prerequisite: MARK 5327 or consent of the MSMR Program Director.