Understanding your audience is critical to effective marketing. This comprehensive course introduces marketing professionals to research methods used to gather and analyze data to make marketing and advertising decisions.
Examine consumer behavior and how it impacts marketing and advertising strategies and decisions
Utilize primary and secondary research skills to gather consumer market data
Make recommendations based on research activities and data analysis
Explore the use of surveys, focus groups, and other qualitative methods of research
About this course:
Providing a comprehensive and practical approach to conducting relevant, useful marketing and advertising research, this course examines consumer behavior and how it can influence marketing and advertising decision-making, as well as methodologies used to gather primary and secondary research data, analyze and interpret that data, and make recommendations based on research activities. Instruction also explores the use of surveys and focus groups--on and offline--as well as conventional research methods. Students build valuable skills and techniques needed to tabulate, analyze, and present market research data, the foundation of a well conceived marketing strategy.
Update: Consistent with updated UC system-wide requirements, Winter Quarter 2022 classes that were scheduled to be taught in-person will be held remotely for the first four weeks of the quarter. In-person meetings will resume during the week of Jan 31. If conditions change, we will evaluate appropriate adjustments and communicate them to the UCLA Extension community.