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Global Marketing Research and Analytics

Understand and conduct market research on a global scale
3.8 (8 ratings)
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41 students enrolled
Last updated 11/2015
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  • 4 hours on-demand video
  • 2 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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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 is the target audience?
  • 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.
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What Will I 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”).
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  • There are no specific materials or software needed before starting this course. The course offers supplemental materials and suggestions for further readings.
Curriculum For This Course
Expand All 39 Lectures Collapse All 39 Lectures 04:00:39
2 Lectures 08:09
A global perspective on marketing research
2 Lectures 13:49
Primary and secondary data sources
3 Lectures 21:50
Primary data

Secondary data

Exercise Section 3
Qualitative Research: Methods and applications
3 Lectures 15:48
Main qualitative research methods

Global challenges of qualitative research

Exercise Section 4
Observations, focus groups and in-depth interviews
6 Lectures 39:27
Observations part 1

Observations part 2

Focus groups part 1

Focus groups part 2

In-depth interviews

Exercise Section 5
Quantitative Research: Methods and applications
3 Lectures 22:44
Main quantitative research methods

Survey types pros and cons

Quantitative analysis of secondary data
Measurement and scaling
6 Lectures 31:34
Measurement and scaling overview

Constructs and scales

Scale examples

Reliability and validity

Measurement error

Global measurement challenges
Survey and questionnaire design
7 Lectures 40:31
Survey and questionnaire design intro

Question types and wording


Probability sampling methods

Non-probability sampling methods

Global challenges with surveys

Exercise Section 8
Big Data
5 Lectures 30:47
What is Big Data?

Big data sources

Big data users

Usage of Big data

Exercise Section 9
Section 10: Supplemental Course Materials
2 Lectures 00:00
Supplemental Course Materials
14 pages

Section 8 Exercise: Apple i-pod
2 pages
About the Instructor
3.8 Average rating
8 Reviews
41 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.

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