- Course type: Self-paced
- Available Lessons: 51
- Average Lesson Length: 8 min
Eligible for Certificate: Yes
Certificates show that you have completed the course. They do not provide credit.
Watch a preview:chapter 1 / lesson 1Marketing Research: Definition, Purpose and Role in Marketing Strategy
Course SummaryStudy marketing research methods with this comprehensive and mobile-friendly marketing course. Marketing 301 helps you improve your overall marketing research knowledge, quickly study for your exams and complete your class assignments.
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About This Course
Marketing 301 is an upper-level marketing course that explores the purpose, execution and analysis of marketing research. The course is divided into several chapters that each explore a particular component of marketing research, such as research methodology, data analysis, current marketing trends and more. Taught be expert marketing instructors, the course material efficiently breaks down marketing research concepts in a way that's easy to understand. In order to create a flexible and convenient studying experience, we've made these lessons and self-assessment quizzes available to access on any computer or mobile device.
This course can benefit several types of learners in a variety of professional and academic settings.
- High school and college students can use these lessons to quickly get ahead in their marketing classes or study for upcoming tests.
- Teachers who want a fun and engaging way to present marketing research topics can screen these video lessons in class.
- Current or aspiring marketing professionals can study these lessons to gain a competitive advantage and expand their knowledge of current marketing research trends.
- Independent learners can study the course at their own pace using any device that has an Internet connection.
|Foundations of Marketing Research||Explain the basics of market research, consumer buying decisions, market segmentation and niche segments. Evaluate the meaning of demographic segmentation in marketing, and outline the purpose of market controls. Share information about marketing research projects and reports. Point out how to adjust an international marketing mix.|
|Exploratory Research in Marketing||Compare and contrast quantitative and qualitative research in marketing. Outline the literature review process. Point out methods of observational research in marketing. Evaluate focus groups, surveys, interviews and cases studies. Analyze the meaning of ethnographic research in marketing.|
|Descriptive Research in Marketing||Detail what survey research is, and outline advantages and disadvantages of response styles of surveys. List various types of sampling methods, explain the expected value of sample information and break down the use of existing statistics to collect social research data. Share the five categories of external market research.|
|Causal Research in Marketing||Break down the meaning of causal effect. Evaluate causal and relational hypotheses. Analyze the use of experiments to collect social research data.|
|Data Analysis in Marketing Research||Outline various types of data analysis and the tools used for data analytics. Evaluate the basics of statistical, cluster, regression and factor analysis. Make estimates and predictions from categorical data. Point out how to use qualitative data for demand forecasting. Appraise the importance of conjoint analysis in marketing research, and break down the three main components of formal reports.|
|Trends & Issues in Marketing Research||Point out trends in mobile marketing. Explain the relationship between the customer experience and satisfaction and retention. Outline how to drive business decisions using big data analytics. Discuss ethical behavior in marketing.|
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