Last updated 11/2015
MP4 | Video: h264, 1280×720 | Audio: AAC, 44.1 KHz
Language: English | Size: 962.61 MB | Duration: 4h 1m
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”).
There are no specific materials or software needed before starting this course. The course offers supplemental materials and suggestions for further readings.
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.
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.