Quantitative Marketing Research

Quantitative Marketing Research

Course
en
English
15 h
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Source
  • From www.edx.org
Conditions
  • Self-paced
  • Free Access
  • Fee-based Certificate
More info
  • 5 Sequences
  • Introductive Level

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Course details

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

Prerequisite

None.

Instructors

Prithwiraj Mukherjee
Assistant Professor, Marketing
Indian Institute of Management Bangalore

Platform

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