Marketing Research

Marketing research is the systematic gathering and analysis of data about issues relating to marketing products and services. In this course, the goal is to identify and assess how changing elements of the marketing mix impact.

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Course curriculum

1. External Influences and Buying Decisions
  FREE PREVIEW
2. Culture and Values
  FREE PREVIEW
3. Social Class
  FREE PREVIEW
4. Reference Groups and Opinion Leaders
  FREE PREVIEW
5. Lesson Summary
  FREE PREVIEW
6. Learning Outcome
7. Quiz 1.1
1. Customer Experience
2. Influential Factors
3. Customer Life Cycle
4. Potential Customers
5. Initial Customers
6. Repeat Customers
7. Core Customers
8. Former Customers
9. Lesson Summary
10. Quiz 1.2
1. Market Segmentation
2. Purpose and Concept of Market Segmentation
3. Importance of Market Segmentation
4. Criteria for Successful Segmentation
5. Lesson Summary
6. Learning Outcome
7. Quiz 1.3
1. Ways to Segment Consumer Markets
2. Geographic Segmentation
3. Demographic Segmentation
4. Psychographic Segmentation
5. Behavioral Segmentation
6. Lesson Summary
7. Learning Outcomes
8. Quiz 1.4
1. Marketing Research
2. Marketing Research Business Uses
3. Identifying and Formulating the Problem
4. Research Design & Gathering Primary Data
5. Collecting & Analyzing the Data
6. Preparing & Presenting the Report
7. Following Up
8. Lesson Summary
9. Lesson Objective
10. Quiz 1.5
1. Role-Based Marketing Research
2. Why Management Uses Marketing Research
3. Improving Quality of Decision-Making
4. Tracing Problems
5. Keeping Current Customers Happy
6. Staying Updated on Current Market
7. Lesson Summary
8. Learning Outcome
9. Quiz 1.6
1. Defining Primary Data in Market Research
2. Sources of Primary Data
3. Collection of Primary Data
4. Lesson Summary
5. Key Words to Remember
6. Learning Outcomes
7. Quiz 1.7
1. Definition
2. Sources of Secondary Data
3. Collecting Secondary Data
4. Lesson Summary
5. Learning Outcomes
6. Quiz 1.8
1. Market Research
2. Quantitative Research
3. Qualitative Research
4. How They Work Together
5. Lesson Summary
6. Quiz 1.9
1. Quantitative vs. Qualitative
2. How Qualitative Research Works
3. How Quantitative Research Works
4. Commonalities
5. Combining the Two Methods
6. Lesson Summary
7. Quiz 1.10
1. In-House Market Research
2. Types of Market Research
3. HP's Market Research Information Center
4. The Voice of the Customer Program (VOC)
5. Opt-In Market Research & Communication
6. Lesson Summary
7. Quiz 1.11
1. Market Research
2. The Internal Option
3. Hiring an Outside Firm
4. The Role of Specialty Firms
5. Deciding Which Firm to Use
6. Lesson Summary
7. Quiz 1.12
1. Legitimate Concerns
2. Ethical Issues in Market Research
3. Codes and Standards
4. Lesson Summary
5. Quiz 1.13
1. Definition of Market Research
2. Six Steps of Market Research
3. Lesson Summary
4. Quiz 2.1
1. Determining the Problem & Approach
2. Research Design Formulation
3. Sample Design & Data Collection
4. Data Processing & Analysis
5. Reporting & Presenting
6. Lesson Summary
7. Quiz 2.2
1. From Problem to Research Question
2. Understand the Background
3. Uncover All Relevant Information
4. Formulate the Research Question
5. Roles & Responsibilities
6. Lesson Summary
7. Quiz 2.3
1. Marketing Research Approach
2. Types of Research
3. Developing Research Questions
4. Formulating Hypotheses
5. Applying the Results
6. Lesson Summary
7. Quiz 2.4
1. A Market Research Design Challenge
2. Types of Research Study Designs
3. Methodology to Select a Design
4. Census, Populations, & Samples
5. Lesson Summary
6. Quiz 2.5
1. Purposes of Marketing Research
2. What Is Exploratory Research?
3. What Is Descriptive Research?
4. What Is Causal Research?
5. Methods & Errors in Research
6. Common Types of Error
7. Lesson Summary
8. Quiz 2.6
1. Sampling Methods
2. What Is Quota Sampling?
3. Quota Sampling Method
4. Advantages and Disadvantages
5. Lesson Summary
6. Key Terms Related to Quota Sampling
7. Learning Outcomes
8. quiz 2.7
1. Probability Sampling
2. Simple Random
3. Systematic
4. Stratified
5. Lesson Summary
6. Learning Outcomes
7. Quiz 2.8
1. What Is the Right Number?
2. Deciding Sample Size
3. Sampling Distribution
4. Lesson Summary
5. Quiz 2.9
1. Common Issues in Marketing Research
2. Sampling & Non-Sampling Errors
3. Minimizing Sampling Error
4. Minimizing Non-Sampling Error
5. Lesson Summary
6. Quiz 2.10
1. Qualitative Marketing
2. Qualitative Research Methods
3. Lesson Summary
4. Quiz 3.1
1. What Are Focus Groups?
2. Creating a Focus Group
3. Collecting Focus Group Data
4. Uses of Focus Groups
5. Advantages of Focus Groups
6. Disadvantages of Focus Groups
7. Lesson Summary
8. Quiz 3.2
1. Your Opinion Is Valuable
2. Planning a Focus Group
3. Conducting the Meeting
4. After the Meeting
5. Online Focus Group
6. Lesson Summary
7. Quiz 3.3
1. Market Research & Interviews
2. Preparing for the Interview
3. Formulating Questions
4. Pros and Cons
5. Lesson Summary
6. Quiz 3.4
1. User Experience Research Methods
2. Interviews
3. Card Sorting
4. Prototype Testing
5. Lesson Summary
6. Quiz 3.5
1. What Is Ethnography?
2. Application to Marketing
3. Marketing Methods
4. Lesson Summary
5. Quiz 3.6
1. Building Virtual Communities
2. What Is an MROC?
3. Characteristics of an MROC
4. Tending an MROC
5. Lesson Summary
6. Quiz 3.7
1. Projective Tests
2. Types of Projective Tests
3. Lesson Summary
4. Quiz 3.8
1. Ladder Interviewing
2. Ulterior Motives
3. Cons of Ladder Interviews
4. Lesson Summary
5. Quiz 3.9
1. The Affordable Care Act Website
2. Task Scenario Research
3. Benefits of Customer Feedback
4. Qualitative Market Research
5. Lesson Summary
6. Quiz 3.10
1. Turning Feelings into Numbers
2. Coding to Analyze Data
3. Lesson Summary
4. Quiz 3.11
1. Survey Definition & Types
2. Using Surveys
3. Questionnaires
4. Interviews
5. Surveys
6. Lesson Summary
7. Learning Outcomes
8. Quiz 4.1
1. Collecting Info
2. Dichotomous
3. Multiple Choice
4. Rank Order Scaling
5. Semantic Differential Scale
6. Stapel Scale
7. Constant Sum
8. Open Ended
9. Lesson Summary
10. Learning Outcomes
11. Quiz 4.2
1. Primary & Secondary Research
2. Common Survey Methods
3. Newer Technology
4. Lesson Summary
5. Quiz 4.3
1. Everybody Uses Scales
2. How Scales Work
3. Assigning Numbers
4. Likert Scale
5. Lesson Summary
6. Quiz 4.4
1. Airlines & Comparative Scales
2. Types of Comparative Scales
3. Salsa & Non-Comparative Scales
4. Trusting the Numbers
5. Lesson Summary
6. Quiz 4.5
1. Marketing Research Questionnaires
2. Designing Questions
3. Structured
4. Unstructured
5. Which Type of Question to Use?
6. Improving Response Rate
7. Lesson Summary
8. Quiz 4.6
1. Inside the Consumer Mind
2. What Is Conjoint Analysis?
3. The Value of Conjoint
4. Lesson Summary
5. Quiz 4.7
1. Gamification & Surveys
2. Ways to Engage
3. Gamification Example
4. Lesson Summary
5. Quiz 4.8
1. Accuracy in Observation
2. Crowd Gauging Quantitative Methods
3. Reporting Statistics on Use
4. Marketing Research
5. Geographic Observation: Animal Behavior
6. Lesson Summary
7. Quiz 4.9
1. The History of Amazon
2. The Long-Term Vision of Amazon
3. The Marketing & Metrics of Amazon
4. Lesson Summary
5. Quiz 4.10
1. Research
2. Dependent and Independent Variables
3. Unwanted Influence
4. Reducing or Increasing Changes
5. Lesson Summary
6. Learning Outcomes
7. Quiz 5.1
1. What Is Causal Effect?
2. Examples
3. Lesson Summary
4. Quiz 5.2
1. Correlation vs. Causation
2. Temporal Precedence
3. Covariance & Confounding Variables
4. Independent Variable Testing
5. Lesson Summary
6. Quiz 5.3
1. Introduction
2. Independent and Dependent Variables
3. Experimental vs. Control Groups
4. Samples
5. Lesson Summary
6. Lesson Objectives
7. Quiz 5.4
1. Quasi-Experiment: Definitions
2. Non-Equivalent Groups
3. Pretest-Posttest
4. Cross Sectional and Longitudinal
5. Ex Post Facto
6. Lesson Summary
7. Learning Outcomes
8. Quiz 5.5
1. Time
2. Cross-Sectional Design
3. Longitudinal Studies
4. Case Study
5. Lesson Summary
6. Learning Outcomes
7. Quiz 5.6
1. Experimental Design
2. Factorial Design
3. Experimental Names
4. Lesson Summary
5. Learning Outcome
6. Quiz 5.7
1. Factorial Design
2. Factors
3. Groups
4. Lesson Summary
5. Learning Outcome
6. Quiz 5.8
1. Marketing Research Experiment
2. Hypothesis
3. Analysis
4. Conclusions
5. Lesson Summary
6. Quiz 5.9
1. Marketing Field Experiments
2. Cost and Time
3. Competitive Intelligence
4. Consumer Confusion
5. Online Discussion
6. Lesson Summary
7. Quiz 5.10
1. Field Experiments in Entertainment
2. Lesson Summary
3. Quiz 5.11
1. The Importance of Research
2. Benefits of Syndicated Research
3. Syndicated Research Sources
4. Lesson Summary
5. Quiz 6.1
1. What Is a Consumer Panel?
2. Purpose of a Consumer Panel
3. Lesson Summary
4. Quiz 6.2
1. The Long View
2. Marketing Uses
3. Longitudinal Study Challenges
4. Lesson Summary
5. Quiz 6.3
1. Finding Customers
2. GIS and Marketing Research
3. Help from the Government
4. Commercial GIS Providers
5. Lesson Summary
6. Quiz 6.4
1. Getting Data in the System
2. Analyzing the Data
3. Online Surveys
4. Lesson Summary
5. Quiz 7.1
1. The Basics of Coding
2. The Code Book
3. Scoring the Data
4. Lesson Summary
5. Quiz 7.2
1. Using Respecification
2. Weighting & Respecification
3. Lesson Summary
4. Quiz 7.3
1. Market Researchers and Data
2. Excel Commands to Re-Code Data
3. Lesson Summary
4. Quiz 7.4
1. Customer Behavior
2. SPSS and Excel
3. Which to Choose?
4. Lesson Summary
5. Quiz 7.5
1. Central Tendency
2. Mean
3. Median
4. Mode
5. Lesson Summary
6. Quiz 7.6
1. Mean & Standard Error Definition
2. Finding the Mean
3. The Mean Isn't Perfect
4. Finding the Standard Error
5. Example of Finding the Standard Error
6. Lesson Summary
7. Vocabulary & Definitions
8. Learning Outcomes
9. Quiz 7.7
1. Measures of Variability
2. Range
3. Standard Deviation
4. Variance
5. Lesson Summary
6. Learning Outcomes
7. Quiz 7.8
1. The Spread in Data Sets
2. Range
3. Interquartile Range
4. Variance
5. Lesson Summary
6. Learning Outcomes
7. Quiz 7.9
1. Making Sense of Data
2. Descriptive Statistics
3. Inferential Statistics
4. Predictive Statistics
5. Statistical Software
6. Lesson Summary
7. Learning Outcomes
8. Quiz 7.10
1. What Is Categorical Data?
2. Data as Percentage
3. Data Table
4. Bar Graph
5. Lesson Summary
6. Learning Outcomes
7. Quiz 7.11
1. Categorical Data
2. Bar Graph
3. Estimates
4. Predictions
5. Lesson Summary
6. Learning Outcomes
7. Quiz 7.12
1. What Is a Frequency Distribution?
2. Weird Data
3. Now What Do I Do with This Data?
4. Too Much Information
5. Lesson Summary
6. Quiz 7.13
1. Crunching the Numbers
2. Tire Example in Excel
3. Lesson Summary
4. Quiz 7.14
1. How Bad Will It Be When They Leave?
2. Show Me Everything, But Don't Use More Than One Page
3. If You Build It, the Data Will Come
4. Lesson Summary
5. Quiz 7.15
1. Categorizing Statistics
2. Descriptive Statistics
3. Inferential Statistics
4. Lesson Summary
5. Learning Outcomes
6. Quiz 8.1
1. Definitions Involved in Chi-Square Test
2. Statistics
3. Example
4. Lesson Summary
5. Learning Outcomes
6. Quiz 8.2
1. Definitions
2. Null & Alt
3. t-Test Stats
4. Lesson Summary
5. Learning Outcomes
6. Quiz 8.3
1. Definitions
2. One-Way Between Subjects
3. One-Way Repeated Measure
4. Two-Way
5. Lesson Summary
6. Learning Outcomes
7. Quiz 8.4
1. Z-tests and Drive-Thrus
2. Different Types
3. One-Sample Z-Test Formula
4. Two-Sample Z-Test
5. Lesson Summary
6. Quiz 8.5
1. Accurate Calculation
2. A Rookie Mistake
3. It's Just a Simple Average, Right?
4. Nope - Not Just a Simple Average
5. When Nothing but the Best Will Do
6. Lesson Summary
7. Quiz 8.6
1. Hypothesis Testing
2. Large Independent Samples
3. Z-Test
4. Example
5. Lesson Summary
6. Quiz 8.7
1. Background on Proportions
2. Conditions for Hypothesis Testing
3. Procedure
4. Lesson Summary
5. Untitled quiz
1. Proportions
2. Proportions & Hypothesis Testing
3. Example
4. Lesson Summary
5. Quiz 8.9
1. Hypothesis Testing Matched Pairs
2. What Is Paired Data?
3. The Important Equation
4. Example
5. Example
6. Lesson Summary
7. Quiz 8.10
1. Correlation Coefficient and Related Definitions
2. Perfect and No Correlation
3. Real Correlations
4. Lesson Summary
5. Learning Outcomes
6. Quiz 9.1
1. Pizza!
2. Coefficient of Determination Derived
3. Coefficient of Determination Computed
4. Lesson Summary
5. Quiz 9.2
1. Are They Really Related?
2. Using Excel to Build a Correlation Matrix
3. Interpreting the Results
4. Lesson Summary
5. Quiz 9.3
1. What Is Regression Analysis?
2. Regression Analysis in Business
3. Regression Equation
4. Lesson Summary
5. Quiz 9.4
1. Bivariate Analysis
2. What Is Regression Analysis?
3. Regression Analysis in Business
4. Regression Equation
5. Lesson Summary
6. Quiz 9.5
1. Factor Analysis Introduction
2. What Is a Factor Analysis?
3. Exploratory Factor Analysis
4. Confirmatory Factor Analysis
5. Lesson Summary
6. Quiz 9.6
1. Factor Analysis Introduction
2. What Is a Factor Analysis?
3. Exploratory Factor Analysis
4. Confirmatory Factor Analysis
5. Lesson Summary
6. Quiz 9.7
1. Perceptual Mapping Defined
2. Similarity Data
3. Preference Data
4. Lesson Summary
5. Quiz 9.8
1. Market Research
2. Consumer Participation
3. Reaching Out to Customers
4. Privacy Issues
5. Challenges
6. Lesson Summary
7. Quiz 10.1
1. What Is Mobile Marketing?
2. Benefits of Mobile Marketing
3. Lesson Summary
4. Quiz 10.2
1. Defining Big Data Analytics
2. Increasing Profitability
3. Gaining a Competitive Advantage
4. Gaining Market Share
5. Improving Workplace Safety
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6. Quiz 10.3
1. Lesson Summary
2. Target Marketing
3. Ethical Target Marketing
4. Unethical Target Marketing
5. Lesson Summary
6. Learning Outcomes
7. Quiz 10.4
1. Getting Social for Business
2. Market Research on Facebook
3. Lesson Summary
4. Quiz 10.5
1. Market Research
2. Google Trends
3. Google Surveys
4. Google Forms
5. Lesson Summary
6. Quiz 10.6
1. Formal Report Defined
2. Front Matter
3. Text
4. Back Matter
5. Lesson Summary
6. The Three Main Components of Formal Reports Overview
7. Learning Outcomes
8. Quiz 11.1
1. Do You Know What You Don't Know?
2. Building Blocks
3. Where Is All That Data?
4. Evaluating a Market Research Proposal
5. Inside or Outside?
6. Lesson Summary
7. Quiz 11.2
1. Market Research Reports
2. Executive & Top Line Reports
3. Full Research Report
4. Lesson Summary
5. Quiz 11.3
1. A Marketing Research Presentation
2. Using Software
3. What to Include
4. Tailoring Your Presentation
5. Lesson Summary
6. Quiz 11.4
1. About this Assignment
2. Prompt - Case Study
3. Grading Rubric
4. Before You Submit
5. Upload your assignment
1. FINAL EXAM

About this course

$74.00
635 lessons
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Ch 1.1 - Influences on Consumer Buying Decisions: Cultures, Values & More

Ch 1.2 - Customer Experience: Definition, Factors & Lifecycle

Ch 1.3 - Market Segmentation: Why Market Segments Are Important to Marketers

Ch 1.4 - Market Segmentation: Geographic, Demographic, Psychographic & More

Ch 1.5 - Marketing Research: Definition, Purpose and Role in Marketing Strategy

Ch 1.6 - How to Establish a Marketing Research Project

Ch 1.7 - What Is Primary Data in Marketing Research? - Definition, Sources & Collection

Ch 1.8 - Secondary Data in Marketing Research: Definition, Sources & Collection

Ch 1.9 - Quantitative vs. Qualitative Research in Marketing

Ch 1.10 - Qualitative & Quantitative Marketing Research: Data Collection & Analysis

Ch 1.11 - Marketing Case Study: Hewlett-Packard's Qualitative & Quantitative Research

Ch 1.12 - Internal & External Market Research Suppliers & Services

Ch 1.13 - Marketing Research Ethics: Collecting Consumer Information

Ch 2.1 - Market Research: Definition, Analysis & Methodology

Ch 2.2 - The Six Steps of the Marketing Research Process

Ch 2.3 - Translating Management Problems Into Marketing Research Questions

Ch 2.4 - Analytical Framework & Model for Marketing Research

Ch 2.5 - Determining Methodologies to Develop Marketing Research Designs

Ch 2.6 - Overview of Exploratory, Descriptive & Causal Research in Marketing

Ch 2.7 - Quota Sampling: Definition, Method & Examples

Ch 2.8 - Probability Sampling Methods: Definition & Types

Ch 2.9 - Sample Size & Confidence Levels for Marketing Research Studies

Ch 2.10 - Reducing Sampling & Non-Sampling Errors in Marketing Research

Ch 3.1 - Applications of Qualitative Marketing Research Methods

Ch 3.2 - Focus Groups: Definition, Advantages & Disadvantages

Ch 3.3 - Conducting Marketing Research Focus Groups: Online & In-Person

Ch 3.4 - Using Interviews to Gather Marketing Research Data

Ch 3.5 - User Experience Research Process

Ch 3.6 - What Is Ethnographic Research in Marketing? - Definition, Methods & Examples

Ch 3.7 - Creating Online Feedback Communities for Marketing Research

Ch 3.8 - Projective Tests in Qualitative Marketing Research

Ch 3.9 - Ladder Interviews in Qualitative Marketing Research

Ch 3.10 - Decision-Making & Task Scenarios in Qualitative Marketing Research

Ch 3.11 - Qualitative Marketing Research Analysis Methods

Ch 4.1 - What Is Survey Research? - Definition, Methods & Types

Ch 4.2 - Response Styles of Surveys: Types, Advantages & Disadvantages

Ch 4.3 - Choosing a Survey Medium

Ch 4.4 - Measurement & Scaling in Marketing Research

Ch 4.5 - Comparative vs. Non-Comparative Scales in Marketing Research

Ch 4.6 - Designing Marketing Research Questionnaires

Ch 4.7 - Importance of Conjoint Analysis in Marketing Research

Ch 4.8 - Using Gamification to Enhance Survey Design

Ch 4.9 - Observational Methods of Quantitative Marketing Research

Ch 4.10 - Marketing Research Case Study: Amazon.com

Ch 5.1 - Research Variables: Dependent, Independent, Control, Extraneous & Moderator

Ch 5.2 - Causal Effect: Definition & Overview

Ch 5.3 - Analyzing Effects to Determine Correlation or Causation

Ch 5.4 - True Experimental Design

Ch 5.5 - Quasi-Experimental Designs: Definition, Characteristics, Types & Examples

Ch 5.6 - Understanding the Time Dimension in Research

Ch 5.7 - What is Factorial Design? - Definition & Example

Ch 5.8 - Factorial Design Variations

Ch 5.9 - Designing Experiments for Marketing Research

Ch 5.10 - Challenges of Field Experiments in Marketing

Ch 5.11 - Using Field Experiments to Test Entertainment: Process & Examples

Ch 6.1 - Types of Secondary & Syndicated Data Sources in Marketing Research

Ch 6.2 - Consumer Panels in Marketing Research: Purpose & Role

Ch 6.3 - Longitudinal Data in Marketing Research: Purposes & Uses

Ch 6.4 - Using Geography & Consumer Data for Marketing Research

Ch 7.1 - Data Collection & Preparation in Marketing Research

Ch 7.2 - Data Coding & Scoring in Marketing Research

Ch 7.3 - Variable Respecification in Excel

Ch 7.4 - How to Code & Recode Data in Excel

Ch 7.5 - Statistical Software for Marketing Research

Ch 7.6 - Mean, Median & Mode: Measures of Central Tendency

Ch 7.7 - Find the Mean & Standard Error of the Sampling Distribution

Ch 7.8 - Measures of Variability: Range, Variance & Standard Deviation

Ch 7.9 - Spread in Data Sets: Definition & Example

Ch 7.10 - Statistical Analysis: Using Data to Find Trends and Examine Relationships

Ch 7.11 - Statistical Analysis with Categorical Data

Ch 7.12 - Make Estimates and Predictions from Categorical Data

Ch 7.13 - Frequency Distributions in Marketing Research

Ch 7.14 - Using Cross-Tabulation Reports in Marketing Research

Ch 7.15 - Creating Cross-Tabulations in Excel: Steps & Examples

Ch 8.1 Descriptive & Inferential Statistics: Definition, Differences & Examples

Ch 8.2 - What is a Chi-Square Test? - Definition & Example

Ch 8.3 - What Are t-Tests? - Assessing Statistical Differences Between Groups