Market research is the systematic gathering and interpretation of information and data using the statistical and analytical methods and techniques of the applied economics and statistics to gain insights or support decision making. This course provides you with the skills and tools needed to understand and evaluate market research. Market research and analysis involve developing research questions, collecting data, analyzing it and drawing inference, with a view to making better decisions. To this end, the course is organized into two basic parts: (1) Data collection and research design, and (2) Tools and applications of research and data analysis. The course will provide a framework for conducting research, knowledge to properly design research, techniques and tools to analyze data and infer insights, and practical information sources.
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