Course Summary
This course teaches students how to conduct marketing research and prepare a professional research report. Students will learn how to design research studies, collect and analyze data using various methods, and present findings in a clear and concise report.Key Learning Points
- Learn how to design research studies for marketing purposes
- Collect and analyze data using various methods
- Prepare a professional research report
Related Topics for further study
Learning Outcomes
- Ability to design research studies for marketing purposes
- Proficiency in collecting and analyzing data using various methods
- Ability to prepare a professional research report
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing principles
- Proficiency in Microsoft Excel
Course Difficulty Level
IntermediateCourse Format
- Online
- Self-paced
Similar Courses
- Marketing Analytics
- Customer Analytics
Related Education Paths
Notable People in This Field
- Seth Godin
- Neil Patel
Related Books
Description
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision?
Knowledge
- Synthesize research findings and develop insights
- Assess the changing roles of digital and traditional advertising
- Apply storytelling strategies in presentations
- Demonstrate effective presentation skills and deliver insights
Outline
- Getting Started & Synthesizing Findings and Deriving Insights
- Course Introduction
- Synthesizing Findings and Deriving Insights Introduction
- Finding the Story in Your Research
- Market Positioning
- Using Perceptual Maps
- Market Segmentation
- Segmentation: Variations and Benefits
- Conjoint Analysis
- Performing Conjoint Analysis
- A Design Checklist of the Who, What, Why, and How
- Start with your Stakeholders
- The Art of Storytelling (Past, Present, and Future)
- Storytelling and the Human Brain
- Emotional Modulators: Color, Language, and Other Design Elements
- False Narratives and Data Storytelling
- A Note from UC Davis
- Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant
- More on Perceptual Maps
- Video: The Market Positioning Map
- A Better Way to Map Brand Strategy
- Video: Principles of Marketing - Segmentation, Targeting and Positioning
- Introduction
- Module 1 Quiz
- Measuring Various Marketing Efforts
- Measuring Various Marketing Efforts Introduction
- Advertising and Your Market Research Plan
- Designing a Digital Advertising Framework
- Attributing Sales to Advertising
- Strategizing Social Media and Word of Mouth
- Building and Tracking Your Social Media Marketing Plan
- Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry
- Videos: McKinsey & Company on Digital Advertising Framework
- Quirk's: Is digital media less effective than traditional media?
- Quirk's: A framework for understanding ad effectiveness
- Videos on Social Media Marketing
- Quirk's: The three Cs of social media for organizational leaders
- Module 2 Quiz
- Planning to Communicate Findings
- Planning to Communicate Findings Introduction
- Developing Recommendations
- Testing and Refining Ideas
- Use Storytelling to Increase Effectiveness
- Choosing Best Method to Deliver Findings
- Data Visualization, Part 1
- Data Visualization, Part 2: Drawbacks of Poor Data Visualizations
- Video: Storytelling: How to tell a Research Story
- Quirk's: Tips for Communicating MR Insights Using Storytelling
- Quirk's: With the focus on storytelling, are we forgetting about the data?
- Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers
- Video: The Art of Data Visualization
- Video: David McCandless: The Beauty of Data Visualization
- Module 3 Quiz
- Designing and Presenting Ideas
- Designing and Presenting Your Ideas Introduction
- Designing Your Visualizations
- Creating a Presentation, Part 1: Sections and Style
- Creating a Presentation, Part 2: Building Blocks
- Creating a Presentation, Part 3: Closing Sections and Guidelines
- Presenting Your Ideas
- Design for Understanding
- Know Your Audience(s)
- Data Relationships and Design
- Language, Labeling, and Scales
- Visual Lies and Cognitive Bias
- Interview with Robin Boyar
- Interview with Aaron Carpenter
- Course Summary
- Quirk's: A guide to using PowerPoint to present research findings
- Video: David JP Phillips: How to Avoid Death by PowerPoint
- Quirk's: Three Steps to Better Research Presentations
- Introduction
- Module 4 Quiz
Summary of User Reviews
The Marketing Research Report course is highly recommended by users for its practical approach and informative content. Many users found the course to be engaging and enlightening, providing valuable insights into the field of marketing research.Key Aspect Users Liked About This Course
The practical approach and informative content of the coursePros from User Reviews
- Engaging and enlightening course material
- Valuable insights into marketing research
- Practical approach to learning
Cons from User Reviews
- Course may be too basic for experienced professionals
- Limited interaction with instructors
- Lack of hands-on projects
Robin Boyar
4.5 Raiting
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You have completed all the hard work of conducting your internal, secondary, and primary research. Getting Started & Synthesizing Findings and Deriving Insights...
