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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

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