3040 - Foundations of Marketing Research
30421678
Delivery Options
ON-LINE
Loading...
Course Description
Explore the latest consumer trends and examine case studies from a range of industries to see how research solves marketing and business problems. You'll learn how to use market research to increase return on investment (ROI) and decrease potential business losses. You'll examine qualitative, quantitative, online and advertising research, brand equity measurement, consumer segmentation and concept creation. You'll also learn to identify important consumer trends and consider the challenges of research for online media. Sessions include lectures, discussions, hands-on exercises and group projects.
Learning Outcomes
- Understand the role and value of marketing research in a successful business program.
- Commission the right qualitative and quantitative research.
- Interpret results of research and brand equity measurement.
- Choose the right selection of panelists for your research.
- Apply the basics of consumer segmentation to in-market programs.
This course may be applied towards the SCS Certificate(s) in
- Marketing : Elective, electives option 1, electives option 2, elective option 3
- Marketing - Advanced : Main Courses
- Marketing Research : Required Courses
Loading...
Enroll Now - Select a section to enroll in
Required fields are indicated by .
Haroon is a passionate market researcher with 20 years’ experience in the industry. Working with one of the world’s leading market research supplier, he has fostered long-term relationships with Canadian clients by designing, managing, and executing both quantitative and qualitative research projects for brands belonging to the Technology, Financial Services, Consumer Packaged Goods, Retail, and Audience Measurement sectors. In his more recent operations capacity, his focus has been on developing, communicating, and maintaining efficient, and globally consistent processes for online and mobile research. He is also involved in the exploration of new data collection methods, and training staff as well as clients on innovative solutions offered across North America. He has an MBA from McMaster University, a BSc in Human Biology from the University of Toronto, and is currently a doctoral student at Athabasca University with his research focused on adoption barriers in the market research industry to non-traditional, advanced data collection techniques.