This course provides you with the fundamental skills and tools needed to understand, evaluate and conduct marketing research. Marketing research is vital in the assessment of new business opportunities, go/no go decisions for new products, pricing and product design issues, among other business issues. In this course, we will go through the basic marketing research process to understand how to formulate and structure marketing problems, gather and analyze quantitative marketing data, and make effective decisions based on those data. This is a hands-on course and these skills are particularly useful if you plan to go into a consulting or marketing career. The emphasis will be on practical skills and building depth and confidence in the most commonly used marketing research tools.
By the end of this course, students will be able to:
- Conduct their own marketing research and be competent buyers/users of marketing research
- Identify research needs and select the most suitable research methods
- Design the research instruments and a sampling approach to carry out marketing research
- Analyze quantitative data using the widely used software (SPSS)
- Interpret and present statistical findings to greatest effect
- Develop managerial recommendations based on insights from data analysis
Students proposed ideas to outline a social media initiatve for their event initiative, and gave a field experimental design that allow them to determine the casual effect of the social media initiatives, targeting school children, young adults and parents of children attending primary and secondary education.