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Berkeley Global
Explore the entire cycle of market research, from identifying objectives and planning; choosing methodology; designing questionnaires and focus group guides; collecting, analyzing and interpreting data; and presenting findings. You place special emphasis on using market research to develop and support decision-making processes to minimize risk and direct resource investment. The curriculum does not focus on statistics and numerical analysis, but rather on each of the steps, separately and together, that make up a real-world research process.
Course Outline
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Course Objectives
- Understand the role of market research in product planning and development
- Identify the central concepts and methods of market research
- Perform qualitative and quantitative research methods
- Design and develop a market research plan
How You'll Learn
- Lectures
- Class discussions
- Case studies
- Projects
- Presentations
What You'll Learn
- Research design and implementation
- Use of Internet technologies
- Qualitative methods
- Observational methods
- Survey methods
- Questionnaires
- Attitude measurements
- Sampling fundamentals
- Statistical analysis
- Forecasting
- New product research
- Presenting findings
Is This Course Right for Me?
This course is designed for those who are considering a career in marketing, sales, advertising or related areas, or for those who are already employed in marketing but need further knowledge to enhance their career opportunities.
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Fall enrollment opens on June 20!