CONSUMER AND BRANDING RESEARCH

Catalog description

Brands are the core of marketing, because of that, new products and services are vital to all companies, for that, early-stage research with groups and individuals, can do a good job of exploring unmet consumer needs and can help to prioritize features and identify new opportunities. Marketers need accurate and timely information in order to derive the types of insights that assist in making sound marke ting decisions and providing quality experiences to various target audiences. Although marketing research can provide this information, the digital marketplace has generated particular challenges and opportunities when it comes to conducting primary research. In this course, the student will focus on the tools and techniques associated with analyzing market opportunities. Both quantitative and qualitative approaches are covered. Also explores how the digital environment has influenced research practices. Th e course also covers several methods of data gathering, data analysis, insight generation, and particular research issues related to brand management.