定量营销研究

Quantitative Marketing Research

Learn how to design a quantitative market research project, and implement specific methods, interpret data and come up with marketing decisions.

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印度班加罗尔管理学院
edX
  • 完成时间大约为 5
  • 初级
  • 英语
注:因开课平台的各种因素变化,以上开课日期仅供参考

你将学到什么

An introduction to the concept of value

Value and willingness-to-pay

The marketing research process

Estimating willingness-to-pay using auctions

Elements of quantitative survey design

Segmentation using cluster analysis

Ethical issues in marketing research

课程概况

Marketing research is crucial to marketing managers, as it helps answer crucial marketing questions using data. In this course, we introduce quantitative marketing research techniques in conjunction with key marketing concepts. The participant is introduced to the design, implementation and interpretation of quantitative market research projects.

The participant is introduced to the concept of value and willingness-to-pay, along with how to use auctions to estimate this. We then cover conjoint analysis, where the concept of value as a function of different attributes is discussed. We then move on to cluster analysis, where we discuss market segmentation based on different value propositions that different customers may seek.

Finally, we discuss ethical issues in marketing research, going beyond its technical aspects.

课程大纲

Week 1: Value and Willingness to pay

Setting the Framework
Elements of Value
Value and Willingness to Pay (WTP)
An Example: WTP
From Problem Definition to Decision Making

Week 2: Indirect Measurements of Value

Exaggeration Bias
Second Price Auctions
The Van Westendorp method
Conjoint Analysis

Week 3: Survey Design, Constructs and Scales

Defining Survey
Asking the Right Questions
Common Pitfalls in Survey Design
Construct Validation
Likert Scale
Cronbach’s Alpha

Week 4: Segmentation, Targeting and Positioning

Defining STP
An Example: STP
k means clustering algorithm
Application of k means clustering to market segmentation

Week 5: Ethics of Marketing Research

Ethical Dilemmas
Price Discrimination
Privacy and Targeted Advertising
Influencer Marketing

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