Marketing Research encompasses multiple techniques from collecting direct consumer data to both qualitative and quantitative analysis of data in order to understand if there is a need for a new product or product modification. This module will help the student better understand the techniques used by market researchers to analyze the markets.
1. Introduction to Marketing Research & Analysis
2. Market Research and Market Techniques
3. Primary and Secondary Research
4. Market Research and Limitations
5. Data Collection and Data Analysis
6. Types of Data
·
Learners should possess a high level of
motivation and self-discipline.
·
Learners must possess basic smartphone or
computer operating knowledge and skills.
After completing this module learners will be able to:
1. Define market research terms
2. Describe market research techniques used to analyze the market
3. Explain the pros and cons of alternative marketing strategies
4. Classify data as either primary or secondary
5. Demonstrate awareness of marketing biases in data collection and data analysis
6. Develop a basic marketing research survey
European International University - Paris
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