Course Outline

Module 1: Introduction to Market Research

• Role of research in strategic decision-making

• Types of research: exploratory, descriptive, causal

• Case Study: Market research in new product development

Module 2: Research Design & Planning

• Framing research problems and objectives

• Sampling design and techniques

• Exercise: Creating a market research plan

Module 3: Data Collection Methods

• Surveys, interviews, focus groups, and observations

• Online vs. offline data collection tools

• Practical Session: Designing a survey questionnaire

Module 4: Data Preparation & Cleaning

• Handling missing data and outliers

• Coding and categorizing qualitative responses

• Hands-on Exercise: Cleaning a dataset in Excel/Stata

Module 5: Descriptive Data Analysis

• Frequency distributions, measures of central tendency and dispersion

• Cross-tabulation and comparative analysis

• Practical Session: Descriptive analysis using SPSS

Module 6: Inferential Statistics & Hypothesis Testing

• Correlation, regression, and hypothesis testing

• Significance tests and confidence intervals

• Workshop: Analyzing survey data with regression techniques

Module 7: Market Segmentation & Consumer Insights

• Demographic, psychographic, and behavioral segmentation

• Cluster analysis and factor analysis

• Case Study: Segmentation strategies in retail markets

Module 8: Forecasting & Predictive Analysis

• Trend analysis and demand forecasting methods

• Introduction to predictive modeling

• Practical Session: Building a forecasting model in Excel/Power BI

Module 9: Data Visualization & Storytelling

• Charts, dashboards, and reports for business audiences

• Using Power BI and Tableau for visualization

• Exercise: Presenting research findings visually

Module 10: Presenting Research Findings & Capstone Project

• Structuring research reports and executive summaries

• Turning insights into strategic recommendations

• Final Project: Conducting and presenting a mini market research study