Marketing research is the function that provides the marketer with the
necessary information about the consumer, competitor, and other stakeholders.
In the process, an organisation can discover new market prospects, assess and
track marketing initiatives, and generally improve its marketing strategy to
better suit the needs of the customer. Technological innovations such as the
internet, online marketing, social media, and the rising popularity of mobile
devices and apps have given consumers the power to generate their own
information. These occurrences have impacted the market in numerous ways. The
complexities of the market have multiplied, and market decisions are becoming
more and more challenging as a result of the market's growing complexity. In marketing research,
both qualitative and quantitative methods are used. This course covers a number
of commonly used quantitative techniques, such as conjoint analysis,
multidimensional scaling, factor and cluster analysis, discriminant analysis,
regression analysis, etc.
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