Market Research for Decision Making

Name: Market Research for Decision Making
Rating: 4.5 (118 reviews)

Research, market, marketing, tools to understand the market better, decision making

Created byBina Nusantara University, BINUS Online, Yuniarty Yuniarty

Last updated 10/2021

English

English [Auto],

What you'll learn

This course provides a comprehensive, straightforward account of the practice of market research, the techniques and the day-to-day tasks of the researcher
The student will be able to identify research problems and understand the alternative research designs that can meet research objectives.
The student will be able to plan detailed market research to ensure that the data collected will be consistent and valuable.
The student will be able to use tools to provide insights into the data, guide subsequent analyses, aid the interpretation of results

Course content

3 sections • 22 lectures • 1h 58m total length

Overview4:08
Discover how market research informs decision making by using data collection, survey design, secondary data, social media and mobile research, and core analysis methods like correlation and regression.
Introduction to Marketing Research & Research Ethics6:25
Explore the role of marketing research in supporting decision making, identify and solve marketing problems through a six-stage process that gathers and interprets data on customers, competitors, and market trends.
Defining the Marketing Research Problem & Developing a Research Approach -Part 15:33
Define the marketing research problem and develop a practical research approach by aligning decision makers and researchers through a clear research brief, proposal, and ethics considerations.
Defining the Marketing Research Problem & Developing a Research Approach -Part 23:00
Define the marketing research problem as an information oriented task and identify the needed information. Use secondary and primary data to address market share loss and segmentation.
Introduction and Early Phases of Marketing Research

Research Design, Secondary Data Collection, and Analysis5:55
Design a market research plan that balances decision maker objectives with participant responses, defining objectives and approach (exploratory or conclusive) while leveraging secondary data and appropriate observations.
Survey and Quantitative Observation Techniques5:58
Explore survey and quantitative observation techniques, designing structured questionnaires, choosing online, telephone, face-to-face, or postal modes, and distinguishing primary data from secondary data to inform decision making.
Measurement and Scaling: Fundamentals, Comparative, and Non-Comparative Scaling7:26
Explore measurement and scaling fundamentals, including nominal, ordinal, interval, and ratio scales, and study comparative and non-comparative scaling methods using distance and origin.
Questionnaire Design and Sampling7:15
design market research sampling by crafting standardized questionnaires and clear questionnaire design that ensure data comparability, speed, and accurate processing, with careful wording and pilot testing.
Research Design Formulation

Survey Fieldwork, Social Media & Mobile Research, and Data Integrity - Part 15:34
Explore fieldwork as a vital source of marketing data, including interviewer training and supervision, while examining social media and mobile research and issues of data integrity.
Survey Fieldwork, Social Media & Mobile Research, and Data Integrity - Part 25:04
Leverage mobile research across survey fieldwork and social media to reach respondents on mobile devices. Refine data handling with editing, coding, and transcription, enforcing three-stage checks for accuracy and precision.
Survey Fieldwork, Social Media & Mobile Research, and Data Integrity - Part 33:49
Explore survey fieldwork, social media and mobile research practices, and safeguard data integrity by applying statistical tests such as z-test, t-test, anova, wilcoxon, chi-square for independent and related samples.
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing - Part 16:15
Explore frequency distribution, cross-tabulation, and hypothesis testing to analyze survey data, using descriptive statistics like mean, median, mode, standard deviation, range, and histograms in SPSS.
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing - Part 26:19
Explore frequency distribution and cross-tabulation to analyze relationships, then apply hypothesis testing with chi-square to evaluate significance and type I and II errors.
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing - Part 34:44
Explore frequency distribution, cross-tabulation, and hypothesis testing in marketing. Translate statements into null hypotheses and perform one-sample tests (t or z) and multi-sample tests (one-way ANOVA and Kruskal-Wallis).
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing - Part 45:11
Explore frequency distribution and cross-tabulation for paired and independent samples, test hypotheses such as advertising before versus after sales, and compare groups like males versus females using SPSS steps.
Frequency Distribution, Cross-Tabulation, and Hypothesis Testing - Part 52:32
Explore non-parametric and parametric tests for comparing one or two samples, with emphasis on frequency distributions, cross-tabulation ideas, and hypothesis testing in market research decision making.
Correlation, Regression, and Cluster Analysis - Part 15:19
Explore how metric variables relate through correlation, regression, and cluster analysis, using Pearson’s correlation, partial correlation, and significance testing in market research scenarios.
Correlation, Regression, and Cluster Analysis - Part 26:25
Partial correlations order variables by number of controls, while the simple correlation R ignores controls; regression links a metric dependent variable with one or more independent variables without implying causation.
Correlation, Regression, and Cluster Analysis - Part 35:40
Explore how correlation and multiple regression explain sales variations using advertising expenditures, price, and distribution level, and compare cluster analysis approaches for market segmentation with clear and unclear cluster boundaries.
Correlation, Regression, and Cluster Analysis - Part 46:49
Explore formulating the clustering problem, selecting relevant variables, and using hierarchical and non-hierarchical clustering. Learn about complete and single linkage and SPSS steps to determine cluster solutions.
Correlation, Regression, and Cluster Analysis - Part 53:49
Apply two-step cluster analysis to attitudinal data to identify shopper segments, using Euclidean distance and information criteria to compare cluster solutions, and learn how to present research findings.
Communicating Research Findings5:42
Confidently communicate research findings through written reports and oral presentations, interpreting pilot analyses within a market research design framework to support decision making with clear visuals for decision makers.
Data Collection, Preparation, Analysis, and Reporting

Requirements

Students understand the basics of management

Description

Marketing research is one of the most important, exciting, and fast-moving aspects of marketing. Many successful marketing decisions have been founded upon sound marketing research. This course introduces market research for students and those who need a practical course and active in an emerging market. This course provides a comprehensive, straightforward account of the practice of market research, the techniques and the day-to-day tasks of the researcher that is easy to understand. Research is critical to competitiveness, and promising research has been essential to companies seeking to increase revenues, reduce costs, and make investment decisions. Business leaders and decision-makers need information if they want to make accurate decisions. Decision-makers need that market data as part of their decision process. From investors to future hires, everybody needs to know what the market is like. Investors need to know because they want to be sure that they are investing in the right place. However, technologies change, market research will continue to play a role in how organizations shape their interaction with their clients, stakeholders, and competitors.

This course can be completed in 2 months. At the end of this course, students will understand how to define the market and use tools to understand the market better. This course is suitable for undergraduates on research methods or research skills courses, where there is a requirement to complete a research project. Besides, research practitioners will find it helpful to reference and source information and ideas on both method and practice. This course illustrates the usefulness and value of research and addresses the decision maker’s problem.

Who this course is for:

Student who want to learn market research

Market Research for Decision Making

What you'll learn

Explore related topics

Course content

Introduction and Early Phases of Marketing Research4 lectures • 19min

Research Design Formulation4 lectures • 27min

Data Collection, Preparation, Analysis, and Reporting14 lectures • 1hr 13min

Requirements

Description

Who this course is for: