Marketing Research

This course is a hands‑on, concept‑driven introduction to marketing research for a global marketplace. You’ll learn how to turn messy market data into decisions, blending core research design, sampling, survey methods, and basic statistical analysis with the realities of today’s toolstack—AI, big data, data visualization, and storytelling. We strip the noise and concentrate on the essential frameworks, techniques, and software skills you actually need on the job.

You’ll design studies, clean and analyze datasets, interpret outputs, and communicate insights that executives can act on. Throughout the term, you’ll work with Excel (with an analytics add‑in), browser-based dashboards, and optionally SPSS/R/Python to sharpen your quantitative edge—no prior coding required. Global cases and datasets ensure you practice navigating cross‑cultural sampling, international privacy/ethics, and market heterogeneity.

What you’ll master

• Problem formulation, research design, and sampling across countries/segments

• Questionnaire design, measurement scales, and bias control

• Descriptive stats, confidence intervals, hypothesis testing, regression, and segmentation basics

• Data visualization & storytelling that persuade non-analysts

• Digital & AI-era methods (behavioral data, social listening, experimentation, attribution)

• Ethics, privacy, and bias in global data collection and modeling

Signature course elements

• Synthesize Your Learning briefs to connect concepts across modules

• Active learning labs (e.g., tracking behavior with analytics tools, building insight dashboards, crafting executive infographics)

• Job Skills Checklist at the end of each module so you can translate coursework into résumé bullets

By the end, you won’t just “know” marketing research—you’ll be able to scope, run, analyze, and present a study that stands up in the boardroom, anywhere in the world.

Everything You Get as a Student

When you enroll, you’re not just getting a textbook — you’re getting a complete toolkit designed to help you learn faster, retain more, and actually apply concepts in the real world.

Preparedness & Foundation

• Integrated Review Quizzes – quick checks to refresh prerequisite skills.

• Just-in-Time Support – instant help if you’re struggling on a chapter skill.

• Study Skills Modules – life skills training that improves focus, time management, and study habits.

Deeper Understanding Through Practice

• Help Me Solve This – step-by-step guided solutions.

• View an Example – worked-out sample problems to model your solution after.

• Case Studies & Application Examples – real-world scenarios where concepts are applied.

• Set Up & Solve Exercises – show your full process, not just the final answer.

• Concept Questions – application-oriented and vocabulary-focused questions that test true understanding.

Multimedia Learning Tools

• Interactive Figures & Animations – visualize complex concepts.

• Instructional Videos – short, clear explanations from expert instructors.

• Multimedia e-Textbook – always accessible, searchable, and connected to assignments.

• Study Slides & Note-Taking Guides – ready-to-use resources that help you study smarter.

• Student Solution Manuals – detailed walkthroughs for selected problems.

Personalization & Progress Tracking

• Adaptive Study Plans – focus on what you need most.

• Personal Inventory Assessments – see where your strengths and weaknesses are.

• Immediate Feedback – know right away if your answers are correct, with hints when they’re not.

• Progress Dashboard – track mastery points, completed work, and areas to review.

This is more than a course it’s a complete learning ecosystem with case studies, examples, videos, and interactive tools that keep you supported every step of the way.