This is a comprehensive introductory course on brand research. It focuses on how to use marketing research successfully in building brands and it highlights the most important marketing research issues and considerations. Further, you will learn about more than 40 different qualitative and quantitative research methodologies and when it is appropriate to use each.
The course also provides an in-depth look at brand equity measurement and introduces the five drivers of customer brand insistence – awareness, relevant differentiation, value, accessibility and emotional connection. It highlights other brand research including brand positioning, brand extension, naming, logo, marketing copy and advertising research and it covers market segmentation research in-depth. In the brand positioning research segment, you will learn how to create brand positioning maps.
Further, you will learn about the qualitative techniques of laddering, projection, analogies, metaphors and guided imagery. And you will learn about the quantitative techniques of scaling, cross-tabulation and determining the appropriate sample and screening criteria. You will also learn about tagging responses to open-ended questions. And we will very briefly touch on regression analysis, factor analysis and cluster analysis – just enough to make you conversant on those topics.
The course covers methodologies that span from environmental scanning and ethnographic research to conjoint analysis and galvanic skin response. You will also learn about customer service testing and ways to gather information on your competition.
The course includes links to 35 accompanying online blog posts.
You do not need to be a market researcher or someone trained in statistics to take this course. The course is designed to make you a better business partner in requesting and helping identify and design the most appropriate research for the problems you are trying to solve.
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