Market Research and Analytics

Market research is used to obtain reliable information about customers, industry trends, competition, and even emerging trends that could affect the future of your organization's products or services. This course will give you an overview of the use and applications of market research. Traditional qualitative and quantitative research techniques and methodologies will be covered, along with online research techniques. To gain practical market research experience, you will participate in an actual market research project and work on several "real world" market research case studies. You will also learn how to use market research results to drive successful product and service design.

• A general working knowledge of the concepts and methods of marketing research and specific methods best utilized
• An understanding of the sources of marketing information and the various means for gathering such information
• The ability to translate a management problem into a feasible research question
• Gain insight into the strengths and weaknesses of alternative research designs
• Understand the biases and limitations of marketing data and basic data analysis

Note: Prerequisite: Elements of Marketing.

Course Number: BUSA-40442
Credit: 4.00 unit(s)
Related Certificate Programs: Business Management, Marketing

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9/24/2018 - 12/8/2018

$645

Online

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• SECTION ID:

  135931

• CLASS TYPE:

  Online, Web-based instruction

• INSTRUCTOR:
  

  Whitman, Sashikala, Product Manager & Market Research Manager

  Sashi Whitman is the founder of Affinite Magazine, LLC., a digital magazine equipping San Diego women with resources from the workplace to family dynamics. Whitman specializes in product management, marketing communications, market research and social media strategy. Her experience includes a range of industries, from wireless and consumer electronic products, to quick-serve restaurants. She has worked overseas in both the Kingdom of Saudi Arabia and the United Arab Emirates to develop business plans and promote U.S. specialty luxury goods.
  
  Whitman has been an instructor at UC San Diego Extension since 2010, teaching market research and online marketing strategy. She focuses on providing business application strategies so that students walk away with practical methods and tools to improve survey creation, data collection and online visibility and engagement.
  
  Whitman is very involved with Connected Women of Influence, and is one of the major media partners for the organization. She received her MBA from San Diego State University and her bachelor's in sociology and psychology from UC San Diego.

• TEXTBOOKS:

  No information available at this time.

• POLICIES:

  No refunds after: 10/1/2018.
  

• NOTE:

• DATE & LOCATION:

  9/24/2018 - 12/8/2018
  ucsdextension.blackboard.com
  You will have access to your course on the published start date.

10/2/2018 - 12/11/2018

$645

Hybrid

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• SECTION ID:

  134347

• CLASS TYPE:

  Hybrid, Online & Classroom instruction

• INSTRUCTOR:
  

  Nunez, Kirsty D

  Kirsty Nunez has over 25 years of experience as a practitioner of marketing research and analytics. She has worked both as a buyer of research for companies such as Shell and Entergy, and a supplier of research for companies such as Millward Brown and Q2 Insights. Nunez received her master's in experimental psychology from San Diego State University and a MSPH in biostatistics (applied statistics) from Tulane University. From the classroom to the boardroom, Nunez has experience in instruction on all aspects of marketing research. She is also a past president of the San Diego Chapter of the American Marketing Association. 

• TEXTBOOKS:

  REQUIRED

  Essentials of Marketing Research: A Hands-On Orientation 1st
  by Naresh K. Malhortra
  ISBN / ASIN: 9780137066735

  You may purchase textbooks via the UC San Diego Bookstore.

• POLICIES:

  No refunds after: 10/9/2018.
  

• NOTE:

DATE	DAY	START	END	LOCATION
10/2/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
10/9/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
10/16/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
10/23/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
10/30/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
11/6/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
11/13/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
11/20/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
11/27/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
12/4/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
12/11/2018	Tue	6:00 p.m.	9:15 p.m.	Room 209, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego