Marketing Research and Analytics
This course is part of Brand and Marketing Research Strategy.
This comprehensive course equips professionals with essential quantitative marketing research skills. Students learn to design and implement research projects, analyze consumer value propositions, and make data-driven marketing decisions. The curriculum covers advanced topics including willingness-to-pay estimation, conjoint analysis, cluster analysis for market segmentation, and survey design. Special emphasis is placed on ethical considerations in marketing research, ensuring responsible data collection and analysis practices.
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What you'll learn
Master techniques for measuring consumer value and willingness-to-pay
Develop expertise in quantitative survey design and implementation
Learn advanced segmentation using cluster analysis
Understand conjoint analysis for product design decisions
Gain skills in interpreting research data for marketing decisions
Navigate ethical considerations in marketing research
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, exams
Access on Mobile, Tablet, Desktop
Limited Access access
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There are 5 modules in this course
This course provides comprehensive training in quantitative marketing research methodologies. Students learn to design and execute research projects, analyze consumer value propositions, and implement various analytical techniques. The curriculum covers key topics including value estimation, conjoint analysis, survey design, and market segmentation using cluster analysis. The course emphasizes both theoretical understanding and practical application, concluding with important ethical considerations in marketing research.
Value and Willingness to pay
Module 1
Indirect Measurements of Value
Module 2
Survey Design, Constructs and Scales
Module 3
Segmentation, Targeting and Positioning
Module 4
Ethics of Marketing Research
Module 5
Fee Structure
Individual course purchase is not available - to enroll in this course with a certificate, you need to purchase the complete Professional Certificate Course. For enrollment and detailed fee structure, visit the following: Brand and Marketing Research Strategy
Instructor
4 Courses
Digital Marketing and Behavioral Decision-Making Expert at IIM Bangalore
Dr. Prithwiraj Mukherjee is an Assistant Professor of Marketing at IIM Bangalore, bringing a unique blend of academic expertise and industry experience to his role. With a Ph.D. in Marketing from ESSEC (France), an ME in Chemical Engineering from the Indian Institute of Science, and a BE from the National Institute of Technology Karnataka, his diverse educational background enriches his approach to marketing research. Mukherjee teaches marketing management and marketing research across MBA, Ph.D., and executive education programs, employing various research methods including mathematical modeling, lab experiments, and computer simulations. His research interests span behavioral decision making, agent-based models, digital marketing, and new product development. Prior to his academic career, he worked as a programmer at Oracle and a process engineer at GE Energy, bringing practical industry insights to his teaching. Mukherjee has conducted executive education sessions for companies like Syntel, Novo Nordisk, Deloitte, and HEC-Paris, and has teaching experience from ESSEC in Cergy-Pontoise, France. His work in developing and teaching the "Quantitative Marketing Research" MOOC demonstrates his commitment to expanding access to marketing education through digital platforms.
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Frequently asked questions
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