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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1/8/2019 - 3/19/2019

$645

Hybrid

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• SECTION ID:

  134743

• 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: 1/15/2019.
  

• NOTE:

DATE	DAY	START	END	LOCATION
1/8/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
1/15/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
1/22/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
1/29/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
2/5/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
2/12/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
2/19/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
2/26/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
3/5/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
3/12/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego
3/19/2019	Tue	6:00 p.m.	9:15 p.m.	Room 305, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego