IIRF Online > Marketing > Marketing Fundamentals > Market Research > Introduction to Market Research
Introduction to Market Research by Coursera
Course Highlights
- Discuss the essentials of market research
- Focus on the research proces
- Formulate research questions and research objectives
- Develop a research proposal
Skills you will learn!
Curriculum
20 Topics
Specialisation Overview
Faculty Welcome to Introduction to Market Research
Market Research vs Marketing Research
Stages in Market Research Process
The Research Proposal
Why Study Market Research?
Marketing Intelligence
Problem Definition: Problem Identification vs Problem Solving Research
Importance of Problem Identification and Formulation
Elements of the Research Approach
Refresh Your Knowledge
Refresh Your Knowledge
Test Your Knowledge
Test Your Knowledge
Test Your Knowledge
Personal Expectations and Objectives
What Makes Good Market Research?
Marketing Intelligence vs Market Research
Problem Identification Market Research vs Problem Solving Market Research
The Research Proposal
20 Topics
Research Hypotheses and Propositions
Define Research Ethics
Research Approaches
Ethics and Community
Research Philosophies: Positivism and Interpretivism
Theory: Concepts and Variables
Ethical Treatment of Key Informants
Quantitative Research
Qualitative and Quantitative Research: An Initial Approach
Ethics: Sponsor and Team Members
Refresh Your Knowledge
Test Your Knowledge
Concepts and Variables
Test Your Knowledge
Test Your Knowledge
Test Your Knowledge
Drafting a Research Proposal
Ethical treatment of key informants
Research Ethics
Reflective Activity
20 Topics
Defining Research Design
Descriptive Research
Errors in Research Design
Fieldwork
Research Design: Exploratory Research
Using Exploratory Research to Approach the Research Problem
Research Design: Conclusive or Exploratory?
Descriptive vs Causal vs Exploratory Research
Researcher Errors
Interviewer & Key Informant Errors
Types of Data: Primary Data Secondary Data & Marketing Intelligence
Refresh Your Knowledge
Test Your Knowledge
Test Your Knowledge
Refresh Your Knowledge
Test Your Knowledge
Test Your Knowledge
Research Design
Errors in Research Design
Fieldwork and Types of Data
20 Topics
Plan the Research Project
Preparing a Codebook
Selection of Scales and Measures
The Written Report
Data Preparation
Offering Marketing Intelligence Through Market Research
Data Analysis: Coding
Data Analysis and Interpretation
Data Preparation and Analysis: Tabulation
Report Preparation and Presentation
Refresh Your Knowledge
Refresh Your Knowledge
Test Your Knowledge
Test Your Knowledge
Test Your Knowledge
Test Your Knowledge
Data Preparation
Editing and Coding
Data Analysis and Interpretation
Research Report
Introduction to Market Research
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