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
Universities, government labs, and private companies invest billions of dollars in the research and development of breakthrough technologies that have the potential to transform industries and... more
Globalization includes the promise of economic development and wellbeing for all. However, from the early days of international trade until today this scarcely came without unfavorable, sometimes... more
Methodologies are about driving valuable ideas to market in a more predictable way. Yet from our experience working with organizations across the globe, we’ve seen that most people are merely ‘... more
This course, part of the Business Fundamentals Professional Certificate program, will sharpen your writing, presentation, and interpersonal communication skills to help you succeed in the business... more
Discover the power of business blockchains and distributed ledger technologies with an overview of Hyperledger andits key frameworks. All over the global market there are ledgers that organizations... more
Powered by
