Global Marketing Research And Analytics

Understand and conduct market research on a global scale

What you’ll 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”).
Requirements
There are no specific materials or software needed before starting this course. The course offers supplemental materials and suggestions for further readings.
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.

Overview

Section 1: Introduction

Lecture 1 Introduction

Lecture 2 Course outline

Section 2: A global perspective on marketing research

Lecture 3 What is market research and why do we need it – a global view?

Lecture 4 The marketing research process

Section 3: Primary and secondary data sources

Lecture 5 Primary data

Lecture 6 Secondary data

Lecture 7 Exercise Section 3

Section 4: Qualitative Research: Methods and applications

Lecture 8 Main qualitative research methods

Lecture 9 Global challenges of qualitative research

Lecture 10 Exercise Section 4

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

Lecture 11 Observations part 1

Lecture 12 Observations part 2

Lecture 13 Focus groups part 1

Lecture 14 Focus groups part 2

Lecture 15 In-depth interviews

Lecture 16 Exercise Section 5

Section 6: Quantitative Research: Methods and applications

Lecture 17 Main quantitative research methods

Lecture 18 Survey types pros and cons

Lecture 19 Quantitative analysis of secondary data

Section 7: Measurement and scaling

Lecture 20 Measurement and scaling overview

Lecture 21 Constructs and scales

Lecture 22 Scale examples

Lecture 23 Reliability and validity

Lecture 24 Measurement error

Lecture 25 Global measurement challenges

Section 8: Survey and questionnaire design

Lecture 26 Survey and questionnaire design intro

Lecture 27 Question types and wording

Lecture 28 Sampling

Lecture 29 Probability sampling methods

Lecture 30 Non-probability sampling methods

Lecture 31 Global challenges with surveys

Lecture 32 Exercise Section 8

Section 9: Big Data

Lecture 33 What is Big Data?

Lecture 34 Big data sources

Lecture 35 Big data users

Lecture 36 Usage of Big data

Lecture 37 Exercise Section 9

Section 10: Section 10: Supplemental Course Materials

Lecture 38 Supplemental Course Materials

Lecture 39 Section 8 Exercise: Apple i-pod

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.