Broad overview of traditional quantitative marketing research concepts and tools including experimental design and causal inference, survey design and execution, sampling, finding and leveraging secondary data, segmentation and targeting, and positioning and mapping. In addition, a brief introduction is offered on big data, machine learning, artificial intelligence, and neuro/physiological marketing research. The emphasis in this class is on applying marketing research insights to business decision making. Students will learn which tools to use for which types of business questions, and will gain enough experience with the tools and concepts to have an appreciation for the value marketing research in business decision making.
This course can be applied toward:
BUS 601 (Quantitative Business Analysis); BUS 655 (Marketing Management).
You won't do heavy statistics, algebra, or math in this class. You will build on statistics you already know, choosing which statistical test to apply to which business problem, and in particular t-tests and chi-square tests. You will use algebra in Excel including working with natural logarithms and computing slopes of lines.
Textbooks and Materials
No books are required to be purchased. Free online journal articles, blog posts, and books will be used.