(SCTP Module) Consumer Research and Data Visualization (Classroom, Synchronous and Asynchronous)
About This Course
This course provides comprehensive coverage of concepts, tools, and techniques to gain consumer insights, with an emphasis on generating, applying, and interpreting these insights obtained to aid business decision making particularly in the area of consumer marketing. Students will learn about the knowledge and skills required to design and implement research studies to evaluate the effectiveness of programmes, including qualitative, quantitative and mixed methods. Participants will also deepen their knowledge and skills to identify and select appropriate data analytics tool(s) to generate the eventual research analyses, as well as skills to communicate research findings through the usage of data visualisation tools and techniques.
What You'll Learn
2. Evaluate the use of exploratory and descriptive research designs, qualitative and quantitative research methods, and primary and secondary data in market research
3. Compare the various sampling and data collection techniques
4. Develop quantitative and qualitative research materials for the gathering of primary data
5. Apply appropriate data visualisation tools (graphs, charts and images) for communication of key research findings
6. Analyse information and data through content analysis and various statistical techniques using Tableau, to provide meaningful consumer insights that addresses business objectives
7. Analyse a given dataset to suggest strategies to improve specific business objectives using data storytelling techniques.
Entry Requirements
Proficiency in English