Global Marketing Research and Analytics

Global Marketing Research and Analytics, available at $54.99, has an average rating of 4.47, with 39 lectures, based on 433 reviews, and has 2444 subscribers.

You will learn about 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”). This course is ideal for individuals who are 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. It is particularly useful 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. .

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Summary

Title: Global Marketing Research and Analytics

Price: $54.99

Average Rating: 4.47

Number of Lectures: 39

Number of Published Lectures: 39

Number of Curriculum Items: 39

Number of Published Curriculum Objects: 39

Original Price: $34.99

Quality Status: approved

Status: Live

What You Will 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”).

Who Should Attend

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.

Target Audiences

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.

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.

Course Curriculum

Chapter 1: Introduction

Lecture 1: Introduction

Lecture 2: Course outline

Chapter 2: A global perspective on marketing research

Lecture 1: What is market research and why do we need it – a global view?

Lecture 2: The marketing research process

Chapter 3: Primary and secondary data sources

Lecture 1: Primary data

Lecture 2: Secondary data

Lecture 3: Exercise Section 3

Chapter 4: Qualitative Research: Methods and applications

Lecture 1: Main qualitative research methods

Lecture 2: Global challenges of qualitative research

Lecture 3: Exercise Section 4

Chapter 5: Observations, focus groups and in-depth interviews

Lecture 1: Observations part 1

Lecture 2: Observations part 2

Lecture 3: Focus groups part 1

Lecture 4: Focus groups part 2

Lecture 5: In-depth interviews

Lecture 6: Exercise Section 5

Chapter 6: Quantitative Research: Methods and applications

Lecture 1: Main quantitative research methods

Lecture 2: Survey types pros and cons

Lecture 3: Quantitative analysis of secondary data

Chapter 7: Measurement and scaling

Lecture 1: Measurement and scaling overview

Lecture 2: Constructs and scales

Lecture 3: Scale examples

Lecture 4: Reliability and validity

Lecture 5: Measurement error

Lecture 6: Global measurement challenges

Chapter 8: Survey and questionnaire design

Lecture 1: Survey and questionnaire design intro

Lecture 2: Question types and wording

Lecture 3: Sampling

Lecture 4: Probability sampling methods

Lecture 5: Non-probability sampling methods

Lecture 6: Global challenges with surveys

Lecture 7: Exercise Section 8

Chapter 9: Big Data

Lecture 1: What is Big Data?

Lecture 2: Big data sources

Lecture 3: Big data users

Lecture 4: Usage of Big data

Lecture 5: Exercise Section 9

Chapter 10: Section 10: Supplemental Course Materials

Lecture 1: Supplemental Course Materials

Lecture 2: Section 8 Exercise: Apple i-pod

Instructors

Dr. Hector Gonzalez-Jimenez
A global marketer

Rating Distribution

1 stars: 3 votes
2 stars: 8 votes
3 stars: 61 votes
4 stars: 168 votes
5 stars: 193 votes

Frequently Asked Questions

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