Introduction to Market Research, Data Analysis and Market Analytics
This module introduces market research as a systematic way to support decision-making in organisations. It helps learners move from business problem identification to research design, data collection and analysis, and reporting. Learners are first trained to understand decision problems, uncertainty, stakeholders, research gaps, objectives, hypotheses, literature review, research approach, data type, and ethics. It also focuses on market segmentation and data collection. The second part of the module develops data analysis capability through descriptive and inferential analysis using SPSS, and communicating findings. This module is built for students, researchers and early-career professionals who want to understand how market research works in real business situations.
Goal 1- Introduction to Market Research, market segmentation, and data collection
The first goal is to help learners understand market research as a business decision-support process and then design a study around the right market segment and data source. This goal covers business decision problems, uncertainty, stakeholders, performance gaps, research gaps, objectives, hypotheses, literature review, research philosophy, research approach, ethics, market segmentation, sampling, questionnaire design, interviews, pilot testing, validity, and reliability.
Objectives
The learner should be able to:
- identify business problems and stakeholders and accordingly identify the research gaps
- develop the research background and conduct a basic literature review
- decide the research methodology
- segment the target respondents and decide the data collection, verification and analysis methods.
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