Every day decisions as well as grand changes in most companies today are directed by data. In order to make smart marketing decisions one should know the market situation, watch out for competition, be familiar with the preferences of the target group and objectively evaluate the capabilities of a product.

This course covers the base set of topics and focuses on initial development of the skills relevant for data collection, analysis and critical interpretation necessary for marketing decision making.

After the completion of the course students should be able to plan and conduct a marketing research project: collecting, analyzing and interpreting the data and presenting the results convincingly.  

In particular the students will be able:

• Define research questions and hypotheses
• Develop a questionnaire
• Collect the data
• Prepare and evaluate the data in available statistical software (MS Excel)
• Run various statistical tests (T-tests, Chi-square test, Analyses of variance, Correlation and Regression analyses)
• Make critical conclusions and present research outcomes in a comprehensive way

Most part of the course will take place online by means of dynamic lecture flow facilitating interactive hands-on learning and timely personal feedback.

The core topics of the course will be introduced by the lecturer with further in-class examples, video explanations and exercises. The use of statistical software will also be introduced in class with further possibility of training both in the course of the sessions in the form of in-class exercises and as part of homework.

Students are required to study theoretical reading material, practice statistical analysis as preparation for the sessions, and for successful completion of the final group project.

The course provides:

• Opportunity of individual lecturer2student interaction based on dynamic lecture format,
• Hands-on learning of data analysis, evaluation and interpretation
• 3 group projects (a short recent research summary presentation, creation of own survey and final group project)
• Accessible theoretical literature
• Coaching session before quizzes and the final project presentation