Course Description
For decades market and marketing researchers have been the key caretakers of information and insights about customers and potential customers within many organizations, but in the era of big and ubiquitous data, information about customers is available in different forms and to more people.
The purpose of this course is to consider how these changes affect the role of market and marketing research within companies. It considers how experienced marketing researchers can apply their existing skills to new data sources and ways marketing researchers may need to adapt their skills to remain relevant and influential in the modern corporation.
It is for anyone currently working in marketing research or customer insights and for anyone aspiring to do so.
What am I going to get from this course?
- Understand how the era of big and ubiquitous data is affecting the role of market and marketing research within companies
- Understand how experienced marketing researchers can apply their skills to new data sources, and how they may need to adapt their skills to remain relevant and influential
- Learn about different types of data available to marketing researchers and different ways of utilizing it
Curriculum
Module 1: Introduction
18:59
Overview of the course content, target audience, and instructor.
Module 2: Timeless Principles
27:42
Lecture 2
Timeless Principles
19:56
This lecture identifies principles that cut across virtually all forms of data and analysis, from working with survey data to passively generated big data. Marketing researchers will already be familiar with these as they apply to familiar types of data, such as survey data, but this lecture discusses how they also apply to types of data that may be less familiar to marketing researchers.
Lecture 3
Exercise 1
02:03
Read the comments and think about your responses to the questions posed. You may also download the comments and questions as a PDF. Once you've formulated your responses to the questions, watch the next video to hear some thoughts about each question.
Lecture 4
Exercise 1 Feedback
05:43
Feedback about exercise 1. Please answer the questions on your own before viewing this video.
Module 3: Matching Data to Problems and Decisions
27:48
Lecture 5
Matching Data To Problems and Decisions
09:06
As the amount of data and tools and techniques for working with data explode, it's important to reflect on what question is being asked, what decision is being made, or what problem is being solved and to select data and tools accordingly. This lecture discusses what situations different types of data are best suited to addressing.
Lecture 6
Matching Data to Problems and Decisions Cont.
15:00
This is a continuation of the previous lecture talking about different types of data and what problems and situations they are most helpful in addressing.
Lecture 7
Exercise 2
01:58
Read the comments and think about your responses to the questions posed. You may also download the comments and questions as a PDF. Once you've formulated your responses to the questions, watch the next video to hear some thoughts about each question.
Lecture 8
Exercise 2 Feedback
01:44
Thoughts on the questions in exercise 2. Review the exercise and answer the questions for yourself before viewing this video.
Module 4: Reliability and Validity in Different Types of Data
15:48
Lecture 9
Reliability and Validity in Different Types of Data
09:40
Reliability and validity are concepts that apply across virtually all types of data, but the things that influence them and potential threats to reliability and validity vary. This module discusses aspects of reliability and validity that may vary across different types of data.
Lecture 10
Exercise 3
01:12
Read the comments and think about your responses to the questions posed. You may also download the comments and questions as a PDF. Once you've formulated your responses to the questions, watch the next video to hear some thoughts about each question.
Lecture 11
Exercise 3 Feedback
04:56
This video discusses exercise 3. Please review the exercise and try to answer the questions for yourself before viewing this video.
Module 5: New Opportunities for Marketing Researchers
09:56
Lecture 12
New Opportunities for Marketing Researchers
07:22
Growth in analytics and big data create opportunities for researchers to apply their existing skills to new types of data. This lecture discusses those opportunities.
Lecture 13
Exercise 4
00:56
This is the introduction to and questions for exercise 4. You can also download this information as a PDF.
Lecture 14
Exercise 4 Feedback
01:38
This video provides feedback on exercise 4. Please review the exercise and try to answer the questions yourself before viewing this video.
Module 6: New Skills for Marketing Researchers
15:48
Lecture 15
New Skills for Marketing Researchers
07:56
Developing some additional skills may help marketing researchers be even more effective in the new data environment. This module discusses what some of those skills are.
Lecture 16
Exercise 5
01:18
This video introduces exercise 5. This information is also available in a downloadable PDF. There is also a CSV data file that you will need to download to complete the exercise. Please review the scenario and answer the questions for yourself before viewing the feedback video.
Lecture 17
Exercise 5 Feedback
06:34
This video provides feedback on exercise 5. Please review the exercise (including the downloadable CSV file) and answer the questions for yourself before viewing the video.
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