Marketing research is an important functional area for virtually all businesses

Marketing research is an important functional area

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Marketing research is an important functional area forvirtually all businessesSkills that you will acquire from this unit—such asattention todetail, the ability tothink and write logically, and the abilitytowork with numbers—are important skills for theprofessional worldMore broadly speaking, marketing research helps you todevelop the ability toevaluate and synthesize marketingintelligencefor decision making12How does marketing research relate to YOU?13Customers of marketing researchProducers of marketing research
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Lecture 15How does marketing research relate to YOU?14Wanted!Well‐rounded mastery of marketing research with experience in bothqualitative and quantitativeresearch techniquesRequiring an outstanding combination ofcreativity, analytical, and technicalskills.Candidates must be familiar with advancedresearch design and analyticalapproaches(e.g. designed experiments; segmentaƟon analyses; etc.)Design, recommend and fully manage the execution of comprehensiveconsumer research plansPerforms research and analysis oninternal and external data setsStrong statistical capabilitiesfor appropriate analysis of research results,including key driver analysis (such as correlations, various multivariateanalysis), factor analysis, and segmentation, with proficiency in SPSS(Statistical Package for the Social Sciences) and database management skills.The value of an understanding of social scienceand its methods goes beyond just your careerThe more relevant question is why you are takingthe class and what you are trying to get out of it
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Lecture 16How to make use of lectures, readings and tutorials?Attend thelectureand pay close attention to lecture content(e.g.,concepts,topicsandexamples)Do the readingafterthe lecture. In particular, pay closeattention on concepts and topics covered in thelectureSometimes, you might find that the reading define certainconcepts differently from the lecture slides.Always follow thelecture slidesThetutorialsandmini task questionsare very importantbecause you need the exercise to truly grasp the topics17The jigsaw puzzle of the unit18LectureAssignmentTutorialHow to best approach this unit? ‐ as if you arelearning a new foreign language19
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Lecture 17Unit Delivery20ActivityWeeks1.5 h Lectures1-12 (except week 7)1.5 h Tutorials1-12Tutorials are BYOD (bring your own devices)Starting fromweek 7, please bring your own laptop to thetutorialOption to borrow a laptop if you don’t have one – contactMonash ConnectThe statistical software SPSS can be accessed on your ownlaptop viaMonash MoVE(move.monash.edu)21Teaching teamLecturer and Chief examiner:Dr. Junzhao (Jonathan) MaLocation: Caulfield, Building S, 6.21; Tel: 9903 1428Consultations: Fridays. 10:30 – 11:30amEmail: [email protected]Better to email me ahead of the time and let me know what is the question you haveA bit about myselfBA (Yale) and PhD (Northwestern U. (Kellogg))
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