Global Marketing Research and Analytics
Understand and conduct market research on a global scale
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 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.
Introduction
1
Introduction
2
Course outline
A global perspective on marketing research
1
What is market research and why do we need it – a global view?
2
The marketing research process
Primary and secondary data sources
1
Primary data
2
Secondary data
3
Exercise Section 3
Qualitative Research: Methods and applications
1
Main qualitative research methods
2
Global challenges of qualitative research
3
Exercise Section 4
Observations, focus groups and in-depth interviews
1
Observations part 1
2
Observations part 2
3
Focus groups part 1
4
Focus groups part 2
5
In-depth interviews
6
Exercise Section 5
Quantitative Research: Methods and applications
1
Main quantitative research methods
2
Survey types pros and cons
3
Quantitative analysis of secondary data
Measurement and scaling
1
Measurement and scaling overview
2
Constructs and scales
3
Scale examples
4
Reliability and validity
5
Measurement error
6
Global measurement challenges
Survey and questionnaire design
1
Survey and questionnaire design intro
2
Question types and wording
3
Sampling
4
Probability sampling methods
5
Non-probability sampling methods
6
Global challenges with surveys
7
Exercise Section 8
Big Data
1
What is Big Data?
2
Big data sources
3
Big data users
4
Usage of Big data
5
Exercise Section 9
Section 10: Supplemental Course Materials
1
Supplemental Course Materials
2
Section 8 Exercise: Apple i-pod
You can view and review the lecture materials indefinitely, like an on-demand channel.
Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don't have an internet connection, some instructors also let their students download course lectures. That's up to the instructor though, so make sure you get on their good side!
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