Global Marketing Research and Analytics
406 students enrolled
Global Marketing Research and Analytics
Understand and conduct market research on a global scale
406 students enrolled
Current price: $30.99
Original price: $44.99
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This course includes
- 4 hours on-demand video
- 2 downloadable resources
- Full lifetime access
- Access on mobile and TV
- Certificate of Completion
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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
Expand all
39 lectures
04:00:38
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A global perspective on marketing research
2 lectures
13:49
The marketing research process
07:09
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Primary and secondary data sources
3 lectures
21:50
Primary data
06:43
Secondary data
11:49
Exercise Section 3
03:18
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Qualitative Research: Methods and applications
3 lectures
15:48
Main qualitative research methods
06:25
Global challenges of qualitative research
06:38
Exercise Section 4
02:45
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Observations, focus groups and in-depth interviews
6 lectures
39:27
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
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Quantitative Research: Methods and applications
3 lectures
22:44
Main quantitative research methods
06:33
Survey types pros and cons
12:08
Quantitative analysis of secondary data
04:03
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Measurement and scaling
6 lectures
31:34
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
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Survey and questionnaire design
7 lectures
40:31
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
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Big Data
5 lectures
30:47
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
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Section 10: Supplemental Course Materials
2 lectures
00:00
Supplemental Course Materials
14 pages
Section 8 Exercise: Apple i-pod
2 pages