Welcome to Marketing Methods & Analysis
In this course, we examine the role of marketing research in the formulation and solution of marketing problems and develop your basic skills required for conducting and evaluating basic market research projects. We place special emphasis on problem formulation, research design, methods of data collection (in-cluding data collection instruments, sampling, and field operations), and essential data analysis techniques. Applications of basic marketing research procedures to a variety of marketing problems are explored. In the exercise sessions, you will apply the methods taught in the lectures using IBM SPSS Statistics.
In this online course, we offer you a series of videos that gently introduces you to the world of market research and research methods. Each section includes a comprehensive literature list. End-of-chapter quizzes allow you to recapitulate section contents.
Learning objectives
- Acquire basic skills in conducting and evaluating marketing research projects.
- Receive new knowledge concerning problem formulation, research design, methods of data collection (including data collection instruments, sampling, and field operations), and essential data analysis techniques.
- Explore applications of basic marketing research procedures to a variety of marketing problems.
- Learn how to use the software program IBM SPSS Statistics.
Course Curriculum
- Contents, learning objectives and slides
- Secondary data (9:29)
- Primary data: Observations (12:20)
- Primary data: Designing questionnaires (40:19)
- Primary data: Constructs (27:27)
- Primary data: Interviews and focus groups (7:50)
- Primary data: Experiments (15:05)
- Primary data: Sampling theory (18:57)
- End of section quiz
- Comment area - Data
- Contents, learning objectives and slides
- Introduction to market segmentation (14:07)
- Cluster analysis: An introduction (4:35)
- Cluster analysis: Clustering variables and procedures (18:10)
- Cluster analysis: Agglomerative clustering (14:52)
- Cluster analysis: Linkage algorithms (8:37)
- Cluster analysis: Number of clusters and validation (9:54)
- Cluster analysis: Partitioning methods (20:40)
- Cluster analysis: Two-step clustering and MDS (11:14)
- Automatic Interaction Detection (AID) (17:48)
- Recommended readings
- End of section quiz
- Comment area - Market segmentation
- Contents, learning objectives and slides
- Factor analyis: An introduction (12:41)
- Factor analysis: Requirements (11:00)
- Factor analysis: Extract the factors (9:33)
- Factor analysis: Determine the number of factors (13:31)
- Factor analysis: Interpret the factor solution (10:19)
- Factor analysis: Goodness-of-fit and factor scores (6:50)
- Factor analysis: PCA, PAF, and SEM (7:02)
- End of section quiz
- Recommended readings
- Comment area - Factor analysis
- Contents, learning objectives and slides
- Overview (21:31)
- Cross tabulation (10:22)
- One-way ANOVA: Introduction (9:05)
- One-way ANOVA: How does it work? (8:50)
- Two-way ANOVA (10:25)
- Post hoc tests in ANOVA (6:11)
- Examples of ANOVA (5:34)
- End of section quiz
- Recommended readings
- Comment area - Analysis of relations between variables
Hi, I’m Marko Sarstedt
Welcome to your new favorite course. Drawing on our more than 15 years of teaching experience, this online class offers you a comprehensive introduction into the principles of marketing research and research methods. The course contents are relevant for a wide range of business fields and areas of application.