Marketing Research and Analysis

This course focuses on the techniques and methodologies used to gather, analyze, and interpret data to inform marketing decisions. This course covers topics such as research design, data collection methods (surveys, interviews, observations), data analysis techniques, and the use of statistical tools. Students will learn how to conduct both qualitative and quantitative research to understand consumer behavior, assess market trends, and evaluate the effectiveness of marketing strategies. Through case studies, hands-on projects, and the use of analytics software, students will gain practical experience in conducting marketing research and making data-driven marketing decisions.

Upon successful completion of this course, students will be able to:

• Research Design and Methodology: Students will develop the ability to design marketing research projects, including formulating research questions, selecting appropriate methodologies, and defining target populations.
• Data Collection and Analysis: Gain proficiency in collecting and analyzing both qualitative and quantitative data using surveys, interviews, focus groups, and secondary data sources to support marketing strategy development.
• Statistical and Analytical Tools: Learn to use statistical software (e.g., SPSS, Excel) to analyze marketing data, apply relevant statistical tests, and interpret results to generate actionable insights.
• Application of Research Findings: Develop the skills to present research findings effectively and apply the insights to real-world marketing challenges, including product development, consumer segmentation, and campaign effectiveness.

These outcomes are designed to prepare students for roles in marketing research and analytics, equipping them with the tools and techniques needed to make data-driven decisions that enhance marketing strategies and business performance.