Market Analysis: What It Is and How to Conduct One
Learn about the benefits of conducting a market analysis and how to do so.
January 27, 2025
Article
This course is part of Market Research Specialization
Instructors: Athanasia Lampraki
2,850 already enrolled
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Beginner level
For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.
Recommended experience
Beginner level
For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.
Familiarise with data analysis and interpretation
Use qualitative and quantitative data analysis approaches
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28 assignments
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This course focuses on the analysis and interpretation of data. The focus will be placed on data preparation and description and quantitative and qualitative data analysis. The course commences with a discussion of data preparation, scale internal consistency, appropriate data analysis and the Pearson correlation. We will look at statistics that can be used to investigate relationships and discuss statistics for investigating relationships with a focus on multiple regression. The course continues with a focus on logistic regression, exploratory factor analysis and the outcome of factor analysis. We are going to explore how to conduct an experiment and an observational study, as well as content analysis and the use of digital analytics in market research. The course ends with a consideration of digital analytics, with an emphasis on digital brand analysis, audience analysis, digital ecosystem analysis, Return on Investment (ROI), and the role of digital analytics in market research.
This week commences with a discussion of data preparation and scale internal consistency. We will then look at appropriate data analysis and the Pearson correlation. The week ends with a focus on statistics that can be used to investigate relationships.
4 videos5 readings6 assignments5 discussion prompts
The week commences with a discussion of statistics for investigating relationships with a focus on multiple regression. The week continues with a focus on logistic regression and exploratory factor analysis. The week ends with a discussion of the outcome of factor analysis.
4 videos5 readings7 assignments4 discussion prompts
The week commences with a discussion of how to conduct an experiment and an observational study. The week ends with an exploration of content analysis and the use of digital analytics in market research.
4 videos5 readings7 assignments4 discussion prompts
This week explores digital analytics, with an emphasis on digital brand analysis, audience analysis, digital ecosystem analysis, Return on Investment (ROI), and the role of digital analytics in market research.
4 videos4 readings8 assignments1 peer review3 discussion prompts
Queen Mary University of London is a leading research-intensive university with a difference – one that opens the doors of opportunity to anyone with the potential to succeed. Ranked 117 in the world, the University has over 28000 students and 4400 members of staff. We are a truly global university: over 160 nationalities are represented on our 5 campuses in London, and we also have a presence in Malta, Paris, Athens, Singapore and China. The reach of our education is extended still further through our online provision.
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