Find online courses made by experts from around the world.
Take your courses with you and learn anywhere, anytime.
Learn and practice real-world skills and achieve your goals.
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.
Not for you? No problem.
30 day money back guarantee.
Learn on the go.
Desktop, iOS and Android.
Certificate of completion.
|Section 1: Introduction|
|Section 2: A global perspective on marketing research|
What is market research and why do we need it – a global view?Preview
The marketing research process
|Section 3: Primary and secondary data sources|
Exercise Section 3
|Section 4: Qualitative Research: Methods and applications|
Main qualitative research methods
Global challenges of qualitative research
Exercise Section 4
|Section 5: Observations, focus groups and in-depth interviews|
Observations part 1
Observations part 2
Focus groups part 1
Focus groups part 2
Exercise Section 5
|Section 6: Quantitative Research: Methods and applications|
Main quantitative research methods
Survey types pros and cons
Quantitative analysis of secondary data
|Section 7: Measurement and scaling|
Measurement and scaling overview
Constructs and scales
Reliability and validity
Global measurement challenges
|Section 8: Survey and questionnaire design|
Survey and questionnaire design intro
Question types and wording
Probability sampling methods
Non-probability sampling methods
Global challenges with surveys
Exercise Section 8
|Section 9: Big Data|
What is Big Data?
Big data sources
Big data users
Usage of Big data
Exercise Section 9
|Section 10: Section 10: Supplemental Course Materials|
Supplemental Course Materials
Section 8 Exercise: Apple i-pod
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.