- Week 1
- This week commences with a discussion of data preparation and scale internal consistency. We will then look at appropriate data analysis and the Pearson correlation. The week ends with a focus on statistics that can be used to investigate relationships.
- Week 2
- The week commences with a discussion of statistics for investigating relationships with a focus on multiple regression. The week continues with a focus on logistic regression and exploratory factor analysis. The week ends with a discussion of the outcome of factor analysis.
- Week 3
- The week commences with a discussion of how to conduct an experiment and an observational study. The week ends with an exploration of content analysis and the use of digital analytics in market research.
- Week 4
- This week explores digital analytics, with an emphasis on digital brand analysis, audience analysis, digital ecosystem analysis, Return on Investment (ROI), and the role of digital analytics in market research.
