Detailed course description
The consumer insights class gives you a solid understanding of the marketing research process and the practical skills to do qualitative and quantitative research. It looks in detail at data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis of the course is on solving marketing problems using marketing research. The goal of this course is to provide you with the necessary theoretical knowledge and skills to conduct empirical research. The skills covered in the course are not only applicable to marketing but to any type of empirical research problem.
Upon completion of this course you should be able to:
- Translate marketing problems into research question.
- Decide on the appropriate marketing research to answer these research questions.
- Determine the research design (data collection methods, sampling etc..)
- Analyze and interpret data.
- Make effective decisions based on the results of data analyses.
You will be introduced to the basics of empirical research such as questionnaire design, measurement and scaling, sampling and selected multivariate analysis techniques. You will acquire the knowledge and skills to both determine the scope and direction of research activities conducted on their behalf, as well as to leverage research findings to make key decisions and support managerial recommendations.
Prof. Dr. Marcel Paulssen, Professor of Marketing and Director of the Master of Science in Management Program is director of the Diploma of Advanced Studies in Strategic Marketing. His research interests are centered in the areas of brand management, customer relationship management, customer co-creation and open innovation, product and service quality. Prior to his return to academia he worked for Matsushita in Tokyo and as a manager in strategic marketing research at Daimler in Berlin. Prof. Dr. Paulssen has also accumulated extensive consulting experience with leading companies both in Europe and the US in his areas of expertise ranging from Daimler, Nestlé, Yahoo to eBay and more.