Market Research: Quantitative
1h 23mBeginner2024-12-11
Authors
Sarah Weise
Author and CEO of Bixa, a marketing research studio
Course details
This comprehensive course on quantitative market research techniques equips you with the know-how to select and utilize the most effective research methods based on your objectives, whether it's for product development, pricing strategies, or customer segmentation. Join marketing expert Sara Weise as she shows you how to distinguish between quantitative and qualitative research and when to use each, alongside methodologies for combining them to enrich your insights. Learn how to design surveys that minimize bias and maximize response rates; analyze descriptive statistics; interpret open-ended questions; make strong inferences from your data; and leverage tools like SurveyMonkey, MaxDiff, and conjoint analysis for data analysis. This course is ideal for market researchers, marketing professionals, business strategists, and anyone interested in leveraging market research to drive decision-making and business growth.
Skills covered
Student Success SkillsMarketing StrategyTraining and EducationBusiness StrategyMarketingBusiness Analysis and StrategyLeadership and ManagementDeep Dive (X:Y)
Concepts
Introduction
- Quantitative market research strategies
- Choosing quantitative vs. qualitative market research
- The ROI of data from quantitative research findings
- Setting research objectives for your survey
Choosing the Right Type of Quantitative Research
- Interpreting descriptive & inferential statistics in surveys
- Cluster analysis survey tool for audience segmentation
- MaxDiff survey analysis for feature prioritization
- Conjoint trade-off analysis in market research surveys
- Understanding willingness to pay with Van Westendorp surveys
- Understanding willingness to pay with Gabor Granger surveys
- Planning the best survey for your research objectives
Planning Your Quant Study
- Determining the right sample size for your survey
- Survey design - Questions, layout, flow
- Minimizing bias in survey design
- Designing for sensitive questions in surveys
- Survey data collection tools and techniques
Data Analyais
- Cleaning survey data for your market research analysis
- Analyzing descriptive statistics - Survey data into insights
- Analyzing open-ended questions in a survey
- Making inferences from market research survey data
Reporting and Visualizing the Data
- Visual storytelling when reporting market research data
Conclusion
- Next steps