Global Marketing Research and Analytics

Understand and conduct market research on a global scale
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  • Lectures 39
  • Length 4 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
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    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2015 English

Course 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.

What are the requirements?

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

What am I going to get from this course?

  • 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”).

What 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.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Introduction
Introduction
Preview
04:00
Course outline
Preview
04:09
Section 2: A global perspective on marketing research
What is market research and why do we need it – a global view?
Preview
06:40
The marketing research process
07:09
Section 3: Primary and secondary data sources
Primary data
06:43
Secondary data
11:49
Exercise Section 3
03:18
Section 4: Qualitative Research: Methods and applications
Main qualitative research methods
06:25
Global challenges of qualitative research
06:38
Exercise Section 4
02:45
Section 5: Observations, focus groups and in-depth interviews
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
Section 6: Quantitative Research: Methods and applications
Main quantitative research methods
06:33
Survey types pros and cons
12:08
Quantitative analysis of secondary data
04:03
Section 7: Measurement and scaling
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
Section 8: Survey and questionnaire design
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
Section 9: Big Data
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
Section 10: Section 10: Supplemental Course Materials
Supplemental Course Materials
14 pages
Section 8 Exercise: Apple i-pod
2 pages

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Instructor Biography

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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