3042 - Consumer Insights: Quantitative Research
30421703
Delivery Options
ON-LINE
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Course Description
Immerse yourself in the real science of quantitative marketing research in this intensive, 12-week course. You’ll learn how companies unearth consumer insights and confirm research findings. You’ll work through current, real-life market research problems and conduct research, from developing questionnaires to presenting results. You’ll learn the fundamentals of quantitative research and how to apply research techniques to common business problems. You will also learn how new techniques like Big Data analysis, social listening and crowdsourcing are changing the current landscape.Learning Outcomes
- Design a quantitative study using current and appropriate research methods
- Develop a survey for a quantitative study and derive the correct conclusions from the results
- Define and present workable recommendations
- Commission a quantitative study for a deeper understanding of shopper behaviour
- Describe the impact technology is having on the marketing research industry today
Notes
Terms Offered: Fall*
*Please note that course offerings are contingent on a variety of factors and that unforeseen circumstances may require an occasional course cancellation or other change of plan.
Recommendations
3040 Foundations of Marketing Research
This course may be applied towards the SCS Certificate(s) in
- Marketing - Advanced : Main Courses
- Marketing Research : Required Courses
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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.