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Marketing Management - The Marketing Research Process

Marketing Management
Free Course

Learn the process for conducting successful marketing research.

  • Duration

    2-3 Hours
  • Assessment

    Yes
  • Certification

    Yes
  • Publisher

    NPTEL
Description Outcome Certification View course modules

Marketing Management - The Marketing Research Process teaches you about about different ways marketing research can be approached by an organization in order to gain valuable information to help in making marketing decisions.

The course begins by introducing you to causal research and its different features. It describes about different forms of experimental and statistical design that can be used in research. You will learn about the importance of measurement and how it is used in marketing research. You will also learn how scaling works and be introduced to different types of scaling.

Following that, this course will introduce you to the use of questionnaires in marketing research for obtaining information from respondents. You will be introduced to the sampling process and different sampling techniques with their features.

In the end, you will learn about the data collection process, preparation and analysis for marketing research. You will get to know how data is collected and prepared in the marketing research process. This courses also teaches you about hypothesis testing is used in marketing research and different methods of data analysis that can be used in marketing research.

This course will be of great interest to business professionals, marketers and those who want to learn about the marketing research process.

Having completed this course you will be able to: - Discuss causal research; - Describe the act of measurement and how it’s used; - Discuss different types of scaling; - Describe how to use questionnaires for obtaining information; - Discuss different sampling techniques; - Discuss that data collection and preparation process; - Describe hypothesis testing; - Discuss different methods of data analysis; - and discuss forms of multivariate data analysis.

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