Course Information
Registration period
Year-round Recruitment
Course Level
Study Mode
Duration
3 Hour(s) 44 Minute(s)
Language
English
Taught by
Dr. Hector Gonzalez-Jimenez
Rating
Course Overview
Understand and conduct market research on a global scale
This course examines the vital role of information and research in global marketing decisions. The key aim of the module is to enable students to understand the value of information, research, and analytics, the processes involved and techniques which can facilitate the collection, analysis and interpretation of marketing data and information. Special emphasis will be put in the challenges that arise when research is conducted across borders as well as specific new trends in data analysis such as dealing with (and benefitting from) “big data” as they apply to a range of institutions with different types and scope of activities, governance structures, and size.
Course Content
- 10 section(s)
- 39 lecture(s)
- Section 1 Introduction
- Section 2 A global perspective on marketing research
- Section 3 Primary and secondary data sources
- Section 4 Qualitative Research: Methods and applications
- Section 5 Observations, focus groups and in-depth interviews
- Section 6 Quantitative Research: Methods and applications
- Section 7 Measurement and scaling
- Section 8 Survey and questionnaire design
- Section 9 Big Data
- Section 10 Section 10: Supplemental Course Materials
What You’ll Learn
- Develop a critical awareness of the importance of information and research in marketing decisions in light of a complex global environment., Develop a systematic understanding of marketing research approaches and techniques., Develop a critical appreciation of the additional challenges arising when marketing research is conducted across borders, its causes, and potential solutions., Develop a critical appreciation of most recent developments in marketing metrics and analytics (incl. “big data”).
Skills covered in this course
Reviews
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HHarshita Singh
Easy and simplified content
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QQoqimpilo Moyo
The course content was insightful and eye opening especially survey design and the wording technique. Thank Dr Hector.
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KKelsey Vankirk
This course was very informative, with information that is going to be useful in the real world. The exercises made me think outside of the box and were a great way to apply the things that I had learned.
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AAbhar Rukh Husain
Overall, it was very good. I got a great surface-level understanding about market research. I am now looking forward to use my understanding to dig deep on the topic.
