Introduction to Quantitative Marketing Research

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Introduction to Quantitative Marketing Research

Data-driven marketing strategies with quantitative analysis

Applicants: 309

¥680

Enroll

THIS COURSE IS INCLUDED IN Doing Marketing in China Certificate Program

Time commitment:

2-3 hours/week, 2-4 weeks

Pace:

Self-paced

Subject:

Marketing

Language:

English

Level:

Introductory

Topic (s):

Data

About this course

How to make data-driven instead of intuitive-driven decisions in marketing? This course offers an introduction to marketing quantitative analysis and helps you understand how empirical models with data input can generate managerial implications for marketing activities. Three models - simple linear sales model, log-log nonlinear model and SCAN*PRO model, are introduced to illustrate how to translate data to predict performance and make marketing strategies.

What you’ll learn

Data analysis and decision making in marketing
Application of sample data from coffee brands to estimate model fit
How to utilize model results to make performance diagnostics for your product
How to construct simple linear sales model to predict sales performance
Concept of price elasticity of demand and how to utilize log-log nonlinear model to describe the relationship between sales and price
How to use the industry adopted SCAN*PRO model to make marketing strategies and derive managerial implications

About the instructor(s)

Shuo Zhang

Associate Professor at Antai College of Economics and Management of Shanghai Jiao Tong University

Syllabus

Session
1

Simple Linear Sales Model

By introducing R and RStudio, this session helps you understand how to process, analyze and translate data into some operationalized business strategies. This session also introduces how to construct a simple linear model to estimate sales performance in marketing activities.
Session
2

Price Elasticity of Demand and Log-log Nonlinear Model

This session further discusses how to use data visualization to estimate the model fit and introduces the price elasticity of demand as well as the log-log model to better describe the nonlinear relationship between sales and price.
Session
3

Marketing Strategies and Scan-pro Model

This session shows how to utilize the SCAN*PRO model, which is usually used in industry and combines all the variables at disposal, to predict sales performance, make marketing strategies and derive managerial implications for a potential "price war".
Session
4

Instruction on R and Rstudio installation

This is an instruction for learners on how to install R and Rstudio on Windows, Mac OS X and Linux. The link of the recommended reading Dr. Zhang mentioned in the course is also included.
Session
5

Introduction to Quantitative Marketing Research Quiz

Please respond to all questions. A passing grade of 70/100 is required, but you are allowed 5 attempts to pass the quiz. You have one year's time to complete your quiz since successful registration of the course/program.