Quantitative Marketing Research

Por: Swayam . en: , ,

Descripción del Curso

COURSE LAYOUT Week 01: Value and Willingness to pay

• Setting the Framework • Elements of Value • Value and Willingness to Pay (WTP) • An Example: WTP • From Problem Definition to Decision Making

Week 02: Indirect Measurements of Value

• Exaggeration Bias • Second Price Auctions • The Van Westendorp method • Conjoint Analysis

Week 03: Survey Design, Constructs and Scales • Defining Survey • Asking the Right Questions • Common Pitfalls in Survey Design • Construct Validation • Likert Scale • Cronbach’s Alpha

Week 04: Segmentation, Targeting and Positioning

• Defining STP • An Example: STP • k means clustering algorithm • Application of k means clustering to market segmentation

Week 05: Ethics of Marketing Research

• Ethical Dilemmas • Price Discrimination • Privacy and Targeted Advertising • Influencer Marketing  

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