Online Training - Applied Marketing Research

DESCRIPTION Applied Marketing Research focuses on the collection, analysis and reporting of market research data, with a majority of the lectures geared toward illustrating when to use which quantitative analytical techniques and how to understand and report results, including key multivariate techniques. Students identify a research area to address, develop and implement a research programme to address specific questions, analyse data in depth (including utilising one or more of the advanced techniques) and report their findings and conclusions. MATERI SPSS (Statistical Packages, Service & Solutions) will feature in the lectures and will form the basis for a majority of the hands-on component of the tutorials to be held in the computer labs on how to run and interpret the various analysis techniques. Tutorials will also cover major project management issues. The principal areas to be covered in the course include :

• Research design and implementation
• Qualitative data analysis
• Data screening, cleaning and preparation
• Comparing the responses of different groups
• Measuring the association between variables
• Reviewing widely used multivariate statistics
• Report writing