Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Online Course

Quantitative Marketing Research

Indian Institute of Management Bangalore via edX

45

Taken this course? Share your experience with other students. Write review

Overview

Marketing research is crucial to marketing managers, as it helps answer crucial marketing questions using data. In this course, we introduce quantitative marketing research techniques in conjunction with key marketing concepts. The participant is introduced to the design, implementation and interpretation of quantitative market research projects.

The participant is introduced to the concept of value and willingness-to-pay, along with how to use auctions to estimate this. We then cover conjoint analysis, where the concept of value as a function of different attributes is discussed. We then move on to cluster analysis, where we discuss market segmentation based on different value propositions that different customers may seek.

Finally, we discuss ethical issues in marketing research, going beyond its technical aspects.

Syllabus

Week 1: Value and Willingness to pay

  • Setting the Framework
  • Elements of Value
  • Value and Willingness to Pay (WTP)
  • An Example: WTP
  • From Problem Definition to Decision Making

Week 2: Indirect Measurements of Value

  • Exaggeration Bias
  • Second Price Auctions
  • The Van Westendorp method
  • Conjoint Analysis

Week 3: Survey Design, Constructs and Scales

  • Defining Survey
  • Asking the Right Questions
  • Common Pitfalls in Survey Design
  • Construct Validation
  • Likert Scale
  • Cronbach’s Alpha

Week 4: Segmentation, Targeting and Positioning
  • Defining STP
  • An Example: STP
  • k means clustering algorithm
  • Application of k means clustering to market segmentation

Week 5: Ethics of Marketing Research
  • Ethical Dilemmas
  • Price Discrimination
  • Privacy and Targeted Advertising
  • Influencer Marketing

Taught by

Prithwiraj Mukherjee

Help Center

Most commonly asked questions about EdX

Reviews for edX's Quantitative Marketing Research Based on 0 reviews

  • 5 star 0%
  • 4 star 0%
  • 3 star 0%
  • 2 star 0%
  • 1 star 0%

Did you take this course? Share your experience with other students.

Write a review

Class Central

Get personalized course recommendations, track subjects and courses with reminders, and more.

Sign up for free

Never stop learning Never Stop Learning!

Get personalized course recommendations, track subjects and courses with reminders, and more.

Sign up for free