Marketing Research

A conceptual approach and introduction to the field of marketing research

Marketing Research teaches the fundamental statistical techniques needed to analyze market data. This course offers the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data.

Contents

1. Introduction to Marketing Research

2. The Marketing Research Industry

3. The Marketing Research Process and Defining the Problem and Research Objectives

4. Research Design

5. Secondary Data and Packaged Information

6. Qualitative Research Techniques

7. Evaluating Survey Data Collection Methods

8. Understanding Measurement, Developing Questions, and Designing the Questionnaire

9. Selecting the Sample

10.  Determining the Size of a Sample

11.  Dealing with Field Work and Data Quality Issues

12.  Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses

13.  Implementing Basic Differences Tests

14.  Making Use of Associations Tests

15.  Understanding Regression Analysis Basics

16.  Communicating Insights