Training

Business and Management

Market Research Analysis

Start: TBA       Type: Evening / Weekend Classes       Duration (hr): 135

COURSE DESCRIPTION: 
This unique hands-on course provides solid knowledge in Markeing and Data Analyis. Students will acquire fundamental skills necessary to be an effective Market Research Analyst. Students will learn Marketing Fundamentals, Basics of Market Research design, advanced Excel techniques, fundamentals of Data Analysis with SPSS, Google Analytics. In the end of the course students will polish their knowledge practicing projects. 
 
COURSE CONTENT: 
 
1. Statistics Basics – students will review basic concepts and terminology in Statistics.
 
2. Data Analysis with SPSS – Statistical Package for the Social Sciences (SPSS) is commonly used software for statistical analysis. SPSS is good for non-programmers, because it does not require any initial knowledge of programming. Students will learn how to read, manage and edit data and implement basic inferential statistics in SPSS. Students will learn the following topics: variables, preliminary analyses (frequencies, means, descriptives, crosstabs), normality, reliability, graphs, manipulating data, Normality, One-Sample Test (T tests, Chi Square test), ANOVA etc. 
 
3. Advanced Excel Techniques – in this module students will learn Excel advanced techniques, including Math Functions, Logical Functions, Statistical Functions, Lookup, Sort/Filter Data, Pivot Tables and Pivot Charts, Data Analysis Tools etc.
 
4. Marketing Fundamentals – this module teaches basic concepts of marketing including customer behavior, segmentation and targeting, 4Pps/7Ps, Product Life Cycle (PLC), brands, pricing, promotion and distribution, SWOT marketing effectiveness. For better understanding students will analyze case studies.
 
5. Marketing Research Design Basics – this module provides essentials of Marketing Research Design. Students will learn structure of Marketing Research, the planning process, goals, obtaining data - quantitative techniques (customer surveys, analysis of secondary data) and qualitative techniques (focus groups, interviews, ethnography), survey software overview, basic concepts of measurement, designs questionnaires, basics of sampling procedures, reporting.
 
6. Google Analytics – students will learn fundamentals of Web Analytics, including understanding of concepts, analysis and reporting of web data.
 
7. Project - students will polish their knowledge practicing Market Research and Data Analysis.
 
*135 instructor-led hours, plus labs
 
Prerequisites:  
Basics of Statistics and Excel. Related education or work experience is a plus.

  

Note: Marketing Fundamentals and Statistics Basics modules can be waived for students with similar college credits (Statistics, Marketing). For students familiar with SPSS, this module can be replaced with Data Analysis with Python Programming.
 
 

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