Udemy
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
Development
Web Development Data Science Mobile Development Programming Languages Game Development Database Design & Development Software Testing Software Engineering Development Tools No-Code Development
Business
Entrepreneurship Communications Management Sales Business Strategy Operations Project Management Business Law Business Analytics & Intelligence Human Resources Industry E-Commerce Media Real Estate Other Business
Finance & Accounting
Accounting & Bookkeeping Compliance Cryptocurrency & Blockchain Economics Finance Finance Cert & Exam Prep Financial Modeling & Analysis Investing & Trading Money Management Tools Taxes Other Finance & Accounting
IT & Software
IT Certification Network & Security Hardware Operating Systems Other IT & Software
Office Productivity
Microsoft Apple Google SAP Oracle Other Office Productivity
Personal Development
Personal Transformation Personal Productivity Leadership Career Development Parenting & Relationships Happiness Esoteric Practices Religion & Spirituality Personal Brand Building Creativity Influence Self Esteem & Confidence Stress Management Memory & Study Skills Motivation Other Personal Development
Design
Web Design Graphic Design & Illustration Design Tools User Experience Design Game Design Design Thinking 3D & Animation Fashion Design Architectural Design Interior Design Other Design
Marketing
Digital Marketing Search Engine Optimization Social Media Marketing Branding Marketing Fundamentals Marketing Analytics & Automation Public Relations Advertising Video & Mobile Marketing Content Marketing Growth Hacking Affiliate Marketing Product Marketing Other Marketing
Lifestyle
Arts & Crafts Beauty & Makeup Esoteric Practices Food & Beverage Gaming Home Improvement Pet Care & Training Travel Other Lifestyle
Photography & Video
Digital Photography Photography Portrait Photography Photography Tools Commercial Photography Video Design Other Photography & Video
Health & Fitness
Fitness General Health Sports Nutrition Yoga Mental Health Dieting Self Defense Safety & First Aid Dance Meditation Other Health & Fitness
Music
Instruments Music Production Music Fundamentals Vocal Music Techniques Music Software Other Music
Teaching & Academics
Engineering Humanities Math Science Online Education Social Science Language Teacher Training Test Prep Other Teaching & Academics
AWS Certification Microsoft Certification AWS Certified Solutions Architect - Associate AWS Certified Cloud Practitioner CompTIA A+ Cisco CCNA Amazon AWS AWS Certified Developer - Associate CompTIA Security+
Photoshop Graphic Design Adobe Illustrator Drawing Digital Painting InDesign Character Design Canva Figure Drawing
Life Coach Training Neuro-Linguistic Programming Mindfulness Personal Development Personal Transformation Meditation Life Purpose Coaching Neuroscience
Web Development JavaScript React CSS Angular PHP Node.Js WordPress Python
Google Flutter Android Development iOS Development Swift React Native Dart Programming Language Mobile Development Kotlin SwiftUI
Digital Marketing Google Ads (Adwords) Social Media Marketing Google Ads (AdWords) Certification Marketing Strategy Internet Marketing YouTube Marketing Email Marketing Retargeting
SQL Microsoft Power BI Tableau Business Analysis Business Intelligence MySQL Data Analysis Data Modeling Big Data
Business Fundamentals Entrepreneurship Fundamentals Business Strategy Online Business Business Plan Startup Freelancing Blogging Home Business
Unity Game Development Fundamentals Unreal Engine C# 3D Game Development C++ 2D Game Development Unreal Engine Blueprints Blender
30-Day Money-Back Guarantee

This course includes:

  • 4 hours on-demand video
  • 2 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
Marketing Other Marketing Market Research

Global Marketing Research and Analytics

Understand and conduct market research on a global scale
Rating: 4.4 out of 54.4 (101 ratings)
473 students
Created by Dr. Hector Gonzalez-Jimenez
Last updated 11/2015
English
English [Auto]
30-Day Money-Back Guarantee

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”).

Requirements

  • There are no specific materials or software needed before starting this course. The course offers supplemental materials and suggestions for further readings.

Description

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.

Who this course is for:

  • This course is open to anybody interested in learning more about marketing research and with a particular interest on a global perspective. There are no specific prerequisites for the course. Anybody interested to learn is welcome.

Course content

10 sections • 39 lectures • 4h 0m total length

  • Preview04:00
  • Preview04:09

  • Preview06:40
  • The marketing research process
    07:09

  • Primary data
    06:43
  • Secondary data
    11:49
  • Exercise Section 3
    03:18

  • Main qualitative research methods
    06:25
  • Global challenges of qualitative research
    06:38
  • Exercise Section 4
    02:45

  • Observations part 1
    06:28
  • Observations part 2
    08:01
  • Focus groups part 1
    08:44
  • Focus groups part 2
    06:21
  • In-depth interviews
    05:36
  • Exercise Section 5
    04:17

  • Main quantitative research methods
    06:33
  • Survey types pros and cons
    12:08
  • Quantitative analysis of secondary data
    04:03

  • Measurement and scaling overview
    03:20
  • Constructs and scales
    08:22
  • Scale examples
    08:53
  • Reliability and validity
    03:16
  • Measurement error
    03:39
  • Global measurement challenges
    04:04

  • Survey and questionnaire design intro
    08:28
  • Question types and wording
    07:40
  • Sampling
    05:11
  • Probability sampling methods
    05:32
  • Non-probability sampling methods
    05:31
  • Global challenges with surveys
    05:20
  • Exercise Section 8
    02:49

  • What is Big Data?
    07:22
  • Big data sources
    05:48
  • Big data users
    05:06
  • Usage of Big data
    05:30
  • Exercise Section 9
    07:01

  • Supplemental Course Materials
    14 pages
  • Section 8 Exercise: Apple i-pod
    2 pages

Instructor

Dr. Hector Gonzalez-Jimenez
A global marketer
Dr. Hector Gonzalez-Jimenez
  • 4.4 Instructor Rating
  • 101 Reviews
  • 473 Students
  • 1 Course

A global marketer and citizen, Hector has gathered a diverse range of experiences throughout his life. Being raised in Germany by his Spanish parents, his multi-cultural identity has been shaped from an early age. At the age of eighteen Hector embarked into the next phase of his life, expanding his professional and personal profile at a global level. Since then Hector has lived, worked and studied in various countries such as Spain, Germany, Japan, South Korea, United States and the United Kingdom. Over the last fifteen years his professional portfolio has grown in various roles in marketing, education and corporate strategy. During this time Hector has worked on projects for small to medium sized businesses as well as large international companies such as Pepsi or Ford. Moreover, he has given talks or guest lectures at universities in various countries such as the UK, South Korea, China and Vietnam.

Hector is a Lecturer (Assistant Professor) in Marketing at The York Management School, University of York, UK. He received his PhD in Marketing from the Bradford University School of Management. He also has a Postgraduate Diploma in Research Methods from the University of Bradford as well as a MBA and Bachelor of Science from California State University.

  • Udemy for Business
  • Teach on Udemy
  • Get the app
  • About us
  • Contact us
  • Careers
  • Blog
  • Help and Support
  • Affiliate
  • Terms
  • Privacy policy
  • Cookie settings
  • Sitemap
  • Featured courses
Udemy
© 2021 Udemy, Inc.