Quantitative Methods for Marketing

The broad objective of this course was to provide a fundamental understanding of the quantitative marketing research methods employed by well-managed firms. The course was aimed at the manager who is the ultimate user of the research and is thus responsible for determining the scope and direction of research conducted. In the course, we covered
1) different types of research designs,
2) techniques of data collection, such as survey design, and
3) data analysis.
Emphasis will be on the interpretation and use of results rather than on mathematical derivations. The course focused on helping managers recognize the role of systematic information gathering and analysis in marketing decision-making, in addition to developing an appreciation for the potential contributions and limitations of marketing research data.