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Dr. James Lappeman
and
Paul Egan
Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.
Read more
Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.
Read more
Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.
This course will teach you how to identify market metrics and how they apply to market research. You will also learn what drives consumer behavior and the importance of segmenting the market. You will explore the fundamentals of research methodologies and the types of data collection. Lastly, this course will provide insights on consumer behavior and data analysis to tailor your marketing approach.
What you'll learn
-
Recognise the importance of segmenting the target market.
-
Identify consumer behavior drivers and measurement techniques.
-
Choose appropriate market metrics for specific market research problems.
-
Choose the appropriate research methodology to collect primary data.
-
Articulate the ethical considerations that apply when collecting primary data.
-
Critique a research brief.
Register for this course and see more details by visiting:
OpenCourser.com/course/jic1a8/leveraging
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Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores market research techniques, which is a core component of marketing
Core audience is individuals who are interested in marketing and consumer behavior, or marketing professionals
Provides insights on consumer behavior and data analysis, which is useful for understanding market trends
Taught by Dr. James Lappeman and Paul Egan, both industry experts with extensive experience in market research
Save this course
Save Leveraging Customer Insights and Data to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Leveraging Customer Insights and Data with these
activities:
Review the Fundamentals of Marketing Research
Show steps
Start by refreshing your knowledge of the basic concepts and techniques of market research to ensure you have a strong foundation for the course.
Browse courses on
Market Research
Show steps
-
Review your notes or study materials from previous marketing courses.
-
Read articles or blog posts on the latest trends in market research.
-
Take practice quizzes or complete practice exercises to test your understanding of key concepts.
Read 'Market Research: A Guide to Consumer and Market Understanding' by Zikmund and Babin
Show steps
Gain in-depth theoretical knowledge and practical insights from a comprehensive book on market research.
View
Business Research Methods
on Amazon
Show steps
-
Read the assigned chapters thoroughly.
-
Take notes and highlight key concepts.
-
Complete the practice exercises or case studies included in the book.
Join a Study Group for the Course
Show steps
Engage with peers to discuss course concepts, share insights, and reinforce your understanding.
Show steps
-
Find or form a study group with classmates.
-
Meet regularly to review materials, discuss assignments, and practice problem-solving.
-
Collaborate on projects or presentations.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Practice Identifying Market Metrics
Show steps
Engage in repetitive exercises to reinforce your ability to identify and apply relevant market metrics for specific research problems.
Show steps
-
Complete online quizzes or practice worksheets on market metrics.
-
Analyze case studies or examples of market research reports to identify the metrics used.
Learn about Consumer Behavior Drivers
Show steps
Deepen your understanding of the factors that influence consumer behavior, which is crucial for effective marketing.
Browse courses on
Consumer Behavior
Show steps
-
Find and follow online tutorials or courses on consumer behavior.
-
Read industry reports or academic papers on the topic.
-
Attend webinars or workshops on consumer behavior research.
Attend a Workshop on Market Segmentation
Show steps
Enhance your knowledge and skills in segmenting the market, which is key for targeted marketing efforts.
Browse courses on
Market Segmentation
Show steps
-
Identify and register for a workshop on market segmentation.
-
Actively participate in the workshop, asking questions and engaging in discussions.
-
Apply the techniques and strategies learned in the workshop to your own marketing projects.
Develop a Marketing Research Plan
Show steps
Apply your learning by creating a comprehensive plan for conducting market research, which will help you solidify your understanding of the research process.
Show steps
-
Define the research objectives and target audience.
-
Identify the research methods and data collection techniques to be used.
-
Develop a budget and timeline for the research project.
-
Write a formal research plan outlining the proposed approach and expected outcomes.
Analyze a Real-World Marketing Case Study
Show steps
Apply your knowledge to a practical scenario by analyzing a real-world marketing case study.
Browse courses on
Case Study Analysis
Show steps
-
Identify and obtain a relevant marketing case study.
-
Analyze the case study using the principles and techniques learned in the course.
-
Develop a presentation or report summarizing your findings and recommendations.
Review the Fundamentals of Marketing Research
Show steps
Start by refreshing your knowledge of the basic concepts and techniques of market research to ensure you have a strong foundation for the course.
Browse courses on
Market Research
Show steps
Show steps
Show steps
- Review your notes or study materials from previous marketing courses.
- Read articles or blog posts on the latest trends in market research.
- Take practice quizzes or complete practice exercises to test your understanding of key concepts.
Read 'Market Research: A Guide to Consumer and Market Understanding' by Zikmund and Babin
Show steps
Gain in-depth theoretical knowledge and practical insights from a comprehensive book on market research.
View
Business Research Methods
on Amazon
Show steps
Show steps
Show steps
- Read the assigned chapters thoroughly.
- Take notes and highlight key concepts.
- Complete the practice exercises or case studies included in the book.
Join a Study Group for the Course
Show steps
Engage with peers to discuss course concepts, share insights, and reinforce your understanding.
Show steps
Show steps
Show steps
- Find or form a study group with classmates.
- Meet regularly to review materials, discuss assignments, and practice problem-solving.
- Collaborate on projects or presentations.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Practice Identifying Market Metrics
Show steps
Engage in repetitive exercises to reinforce your ability to identify and apply relevant market metrics for specific research problems.
Show steps
Show steps
Show steps
- Complete online quizzes or practice worksheets on market metrics.
- Analyze case studies or examples of market research reports to identify the metrics used.
Learn about Consumer Behavior Drivers
Show steps
Deepen your understanding of the factors that influence consumer behavior, which is crucial for effective marketing.
Browse courses on
Consumer Behavior
Show steps
Show steps
Show steps
- Find and follow online tutorials or courses on consumer behavior.
- Read industry reports or academic papers on the topic.
- Attend webinars or workshops on consumer behavior research.
Attend a Workshop on Market Segmentation
Show steps
Enhance your knowledge and skills in segmenting the market, which is key for targeted marketing efforts.
Browse courses on
Market Segmentation
Show steps
Show steps
Show steps
- Identify and register for a workshop on market segmentation.
- Actively participate in the workshop, asking questions and engaging in discussions.
- Apply the techniques and strategies learned in the workshop to your own marketing projects.
Develop a Marketing Research Plan
Show steps
Apply your learning by creating a comprehensive plan for conducting market research, which will help you solidify your understanding of the research process.
Show steps
Show steps
Show steps
- Define the research objectives and target audience.
- Identify the research methods and data collection techniques to be used.
- Develop a budget and timeline for the research project.
- Write a formal research plan outlining the proposed approach and expected outcomes.
Analyze a Real-World Marketing Case Study
Show steps
Apply your knowledge to a practical scenario by analyzing a real-world marketing case study.
Browse courses on
Case Study Analysis
Show steps
Show steps
Show steps
- Identify and obtain a relevant marketing case study.
- Analyze the case study using the principles and techniques learned in the course.
- Develop a presentation or report summarizing your findings and recommendations.
Career center
Learners who complete Leveraging Customer Insights and Data will develop knowledge and skills
that may be useful to these careers:
Market Research Analyst
Market Research Analyst
Course topics in market segmentation, consumer behavior, and research methodologies provide skills crucial to the Market Research Analyst role. Understanding how to identify and target specific customer segments, analyze their behaviors, and collect and interpret data can help you excel as a Market Research Analyst.
Marketing Manager
Marketing Manager
The course's emphasis on leveraging customer insights and data aligns perfectly with the core responsibilities of a Marketing Manager. By learning how to identify market metrics, tailor marketing activities, and analyze consumer data, you can effectively develop and execute successful marketing campaigns.
Product Manager
Product Manager
Product Managers are responsible for understanding customer needs and translating them into product requirements. This course provides valuable insights into market segmentation, consumer behavior, and data analysis, empowering you to better define product offerings and drive innovation.
Brand Manager
Brand Manager
As a Brand Manager, it's essential to have a deep understanding of consumer behavior and market trends. This course offers a comprehensive overview of these topics, providing you with the knowledge and skills to effectively build and manage brand strategies.
Customer Experience Manager
Customer Experience Manager
Customer Experience Managers are responsible for designing and implementing strategies to improve customer satisfaction. The course's emphasis on customer insights and data analysis can equip you with valuable skills for understanding customer needs, measuring satisfaction, and driving improvements.
UX Researcher
UX Researcher
UX Researchers play a critical role in understanding user behavior and improving product usability. This course provides a foundation in research methodologies and data analysis techniques, enabling you to conduct effective user research and drive product design decisions.
Data Analyst
Data Analyst
Data Analysts are responsible for collecting, analyzing, and interpreting data to drive decision-making. This course provides a strong foundation in data analysis techniques, enabling you to extract meaningful insights from customer data and support informed decision-making.
Business Analyst
Business Analyst
Business Analysts help organizations understand their business processes and identify areas for improvement. The course's focus on market segmentation and consumer behavior can provide you with a better understanding of customer needs and market dynamics, which are crucial for successful business analysis.
Sales Manager
Sales Manager
Sales Managers lead and motivate sales teams to achieve revenue goals. This course can help you understand customer behavior, market trends, and data analysis techniques, which are essential for developing effective sales strategies and managing sales performance.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for creating and managing social media content to engage audiences and achieve marketing objectives. This course can provide you with insights into consumer behavior and data analysis, enabling you to develop targeted social media campaigns that drive results.
Consultant
Consultant
Consultants provide expert advice and guidance to clients on a variety of business issues. This course may be helpful in developing the analytical and problem-solving skills required to succeed as a Consultant.
Entrepreneur
Entrepreneur
Entrepreneurs start and manage their own businesses. This course may be helpful in developing the market research and data analysis skills needed to identify opportunities, develop products, and build successful businesses.
Academic Researcher
Academic Researcher
Academic Researchers conduct research and publish findings in academic journals. This course may be helpful in developing the research skills and understanding of market segmentation, consumer behavior, and data analysis required for success in academic research.
Writer
Writer
Writers create content for websites, blogs, articles, and other publications. This course may be helpful in developing the research and analytical skills needed to produce well-informed and engaging written content.
Teacher
Teacher
Teachers plan and deliver lessons to students in a classroom setting. This course may be helpful in developing the communication and presentation skills needed to effectively teach students about market research and data analysis.
For more career information including salaries, visit:
OpenCourser.com/course/jic1a8/leveraging
Reading list
We've selected nine books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Leveraging Customer Insights and Data.
Save
Provides a comprehensive overview of marketing research, including topics such as research design, data collection, and analysis. It valuable resource for students and professionals who want to learn more about marketing research.
Explores the psychological and social factors that influence consumer behavior. It valuable resource for students and professionals who want to understand how consumers make decisions.
Provides an introduction to data analysis for marketing. It valuable resource for students and professionals who want to learn how to use data to make better marketing decisions.
Save
Provides a practical guide to marketing research. It valuable resource for students and professionals who want to learn how to conduct marketing research in the real world.
Save
Provides a comprehensive overview of consumer behavior. It valuable resource for students and professionals who want to understand how consumers make decisions.
Provides a comprehensive overview of consumer behavior. It valuable resource for students and professionals who want to understand how consumers make decisions.
Save
Provides a comprehensive overview of marketing management. While it is not specifically focused on marketing research, it does provide a good overview of the marketing process and the role of research in marketing.
Save
Provides a comprehensive overview of marketing research. It valuable resource for students and professionals who want to learn more about marketing research.
Save
Provides a comprehensive overview of consumer psychology. It valuable resource for students and professionals who want to understand how consumers make decisions.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/jic1a8/leveraging
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Effort
2 to 4 hours per week for 4 weeks
Level
Elementary
Via
edX
Institution
University of Cape Town
Instructors
Dr. James Lappeman
Paul Egan
Language
English
Transcript
English
Good to know
Explores market research techniques, which is a core component of marketing
Core audience is individuals who are interested in marketing and consumer behavior, or marketing professionals
Provides insights on consumer behavior and data analysis, which is useful for understanding market trends
Taught by Dr. James Lappeman and Paul Egan, both industry experts with extensive experience in market research
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