Course Description

Designed for marketing research professionals, the course provides a hands-on overview of marketing research technology tools that are essential for research professionals. These tools include do- it-yourself (DIY) survey platforms, data management platforms, data analysis software, team work management, and data visualization.

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Athena Title

Analytics Tools Market Intel

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Prerequisite

Permission of department

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Semester Course Offered

Offered summer semester every year.

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Grading System

A - F (Traditional)

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Course Objectives

Students successfully completing this course should be able: • To understand the key technologies involved in marketing research • To learn the vocabulary of marketing research IT • To understand how IT tools complement each other in applied research • To develop programming, analytical, and data visualization skills

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Topical Outline

• Team work dynamics and technology • DIY survey (Qualtrics and AYTM) • Data management (SQL and Excel) • Data analysis (SPSS and R) • Data visualization (PowerPoint and Tableau)

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