IMKT21200 - Consumer Research Design and Analysis

Course Description

Your success as a marketer increasingly depends on having the ability to support your proposals and decisions with convincing data and fact-based analysis, especially if you work for a big company or an agency that serves major brands. Take this course to gain skill at translating marketing issues into research objectives and questions that research can answer. Find out how to judge whether the potential results of a research study will justify its cost. Learn to design a research study, choose techniques for observation and data collection, and derive insights that will lead to better marketing decisions. The course will discuss both qualitative and quantitative research methods, but will emphasize quantitative methods. Applications of research to problems and decisions will be illustrated with real-world business examples and case studies. This course will be especially valuable for marketing researchers, marketing strategists, media strategists, account planners, brand managers, and new product team members.