Quantitative Marketing Research
About this Course
Marketing research is crucial to marketing managers, as it helps answer crucial marketing questions using data. In this course, we introduce quantitative marketing research techniques in conjunction with key marketing concepts. The participant is introduced to the design, implementation and interpretation of quantitative market research projects. The participant is introduced to the concept of value and willingness-to-pay, along with how to use auctions to estimate this. We then cover conjoint analysis, where the concept of value as a function of different attributes is discussed. We then move on to cluster analysis, where we discuss market segmentation based on different value propositions that different customers may seek. Finally, we discuss ethical issues in marketing research, going beyond its technical aspects.Created by: Indian Institute of Management Bangalore
Level: Introductory
Related Online Courses
Analytics have revolutionized sport, providing a competitive advantage to organizational decision-making both on and off the field. This course introduces best practices utilized in sport business... more
As a business-related term, Thought Leadership is of recent origin – may be just two to three decades old. Although it has existed for a much, much longer period, it has not been studied or r... more
Do you ever struggle to manage work and the rest of your life? You are not alone. Men and women all over the world are trying to figure out the impossible work-life “balance” and instead ach... more
When you think about the most influential figures in your organization, in your country, and in the world, one of the qualities they all likely have in common is that they are exceptional... more
Every employee is involved in business processes to create products or services. The causes of decreasing customer satisfaction and increasing quality costs are often unknown, so derived solutions... more
Powered by
