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Instructor

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Mary Ellen Gordon

Mary Ellen has over 30 years of experience in market and marketing research. Her experiences include being the Manager of the Worldwide Market Research Analytics division at Apple, and founding multiple startups in the market research domain. She currently acts as the Managing Director of her own consulting company focusing on Market and Marketing Research.

Modern Marketing Research

Instructor: Mary Ellen Gordon

Updating market and marketing research for the era of big and ubiquitous data

  • Learn and adopt modern methods of data-driven marketing research
  • Would count towards Professional Researcher Certification and renewal
  • Instructor is a seasoned market researcher and has experience working for Apple as the Worldwide Manager of Market Research Analytics 

Course Description

For decades market and marketing researchers have been the key caretakers of information and insights about customers and potential customers within many organizations, but in the era of big and ubiquitous data, information about customers is available in different forms and to more people. The purpose of this course is to consider how these changes affect the role of market and marketing research within companies. It considers how experienced marketing researchers can apply their existing skills to new data sources and ways marketing researchers may need to adapt their skills to remain relevant and influential in the modern corporation. It is for anyone currently working in marketing research or customer insights and for anyone aspiring to do so.

What am I going to get from this course?
  • Understand how the era of big and ubiquitous data is affecting the role of market and marketing research within companies
  • Understand how experienced marketing researchers can apply their skills to new data sources, and how they may need to adapt their skills to remain relevant and influential
  • Learn about different types of data available to marketing researchers and different ways of utilizing it

Prerequisites and Target Audience

What will students need to know or do before starting this course?
  • Some familiarity with traditional marketing research, including surveys, interviews, and focus groups
Who should take this course? Who should not?
  • Anyone currently working in marketing research or customer insights and for anyone aspiring to do so

Curriculum

Module 1: Introduction
Lecture 1 Introduction
18:59

Overview of the course content, target audience, and instructor.

Module 2: Timeless Principles
Lecture 2 Timeless Principles
19:56

This lecture identifies principles that cut across virtually all forms of data and analysis, from working with survey data to passively generated big data. Marketing researchers will already be familiar with these as they apply to familiar types of data, such as survey data, but this lecture discusses how they also apply to types of data that may be less familiar to marketing researchers.

Lecture 3 Exercise 1
02:03

Read the comments and think about your responses to the questions posed. You may also download the comments and questions as a PDF. Once you've formulated your responses to the questions, watch the next video to hear some thoughts about each question.

Lecture 4 Exercise 1 Feedback
05:43

Feedback about exercise 1. Please answer the questions on your own before viewing this video.

Module 3: Matching Data to Problems and Decisions
Lecture 5 Matching Data To Problems and Decisions
09:06

As the amount of data and tools and techniques for working with data explode, it's important to reflect on what question is being asked, what decision is being made, or what problem is being solved and to select data and tools accordingly. This lecture discusses what situations different types of data are best suited to addressing.

Lecture 6 Matching Data to Problems and Decisions Cont.
15:00

This is a continuation of the previous lecture talking about different types of data and what problems and situations they are most helpful in addressing.

Lecture 7 Exercise 2
01:58

Read the comments and think about your responses to the questions posed. You may also download the comments and questions as a PDF. Once you've formulated your responses to the questions, watch the next video to hear some thoughts about each question.

Lecture 8 Exercise 2 Feedback
01:44

Thoughts on the questions in exercise 2. Review the exercise and answer the questions for yourself before viewing this video.

Module 4: Reliability and Validity in Different Types of Data
Lecture 9 Reliability and Validity in Different Types of Data
09:40

Reliability and validity are concepts that apply across virtually all types of data, but the things that influence them and potential threats to reliability and validity vary. This module discusses aspects of reliability and validity that may vary across different types of data.

Lecture 10 Exercise 3
01:12

Read the comments and think about your responses to the questions posed. You may also download the comments and questions as a PDF. Once you've formulated your responses to the questions, watch the next video to hear some thoughts about each question.

Lecture 11 Exercise 3 Feedback
04:56

This video discusses exercise 3. Please review the exercise and try to answer the questions for yourself before viewing this video.

Module 5: New Opportunities for Marketing Researchers
Lecture 12 New Opportunities for Marketing Researchers
07:22

Growth in analytics and big data create opportunities for researchers to apply their existing skills to new types of data. This lecture discusses those opportunities.

Lecture 13 Exercise 4
00:56

This is the introduction to and questions for exercise 4. You can also download this information as a PDF.

Lecture 14 Exercise 4 Feedback
01:38

This video provides feedback on exercise 4. Please review the exercise and try to answer the questions yourself before viewing this video.

Module 6: New Skills for Marketing Researchers
Lecture 15 New Skills for Marketing Researchers
07:56

Developing some additional skills may help marketing researchers be even more effective in the new data environment. This module discusses what some of those skills are.

Lecture 16 Exercise 5
01:18

This video introduces exercise 5. This information is also available in a downloadable PDF. There is also a CSV data file that you will need to download to complete the exercise. Please review the scenario and answer the questions for yourself before viewing the feedback video.

Lecture 17 Exercise 5 Feedback
06:34

This video provides feedback on exercise 5. Please review the exercise (including the downloadable CSV file) and answer the questions for yourself before viewing the video.

Reviews

1 Review

Empty user
Linda J

December, 2016

Great course for market research practitioners who want to understand how big data is shaping the market research professions. This training is all about data-driven market research. Mary Ellen Gordon is a top-notch instructor and I enjoyed the course. The two modules covering new opportunities and new skills for market researchers are golden. I, however, do think that the course should have a follow-up course with more advanced topics.

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