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Consumer Insights: Data Analysis and Interpretation | MKTG.X413

Consumer Insights: Data Analysis and Interpretation | MKTG.X413

Students will build products that customers want and businesses cherish using real-life examples. We will study state-of-the-art qualitative and quantitative research tools, such as regression and conjoint analysis, to learn insights about our customers. We will forecast the success of a new product through modeling the size of the addressable market.

During in-class labs we will build positioning, promotional, and pricing product strategies used in the digital marketing industry today. Learn about the latest tools used to collect data, including customer research surveys, and begin data analysis using statistical and inference models. You will visualize results and create actionable recommendations.

The best part: Even though this class is data-driven, there is no programming required.

Learning Outcomes

  • Explain how to put ideas to test
  • Examine what the customer wants
  • Describe regression and conjoint analysis
  • Discuss how to estimate the market size
  • Topics include

    • Customer metrics
    • Idea creation
    • Customer survey research
    • Conjoint analysis
    • Actionable customer insights: value v. pricing
    • Market size estimation

    Have a question about this course?
    Speak to a student services representative.
    Call (408) 861-3860
    This course is related to the following programs:

    Sections Open for Enrollment:

    Open Sections and Schedule
    Start / End Date Quarter Units Cost Instructor
    05-06-2023 to 05-20-2023 2.0 $650

    Mike E Tzamaloukas


    Final Date To Enroll: 05-06-2023


    Date: Start Time: End Time: Meeting Type: Location:
    Sat, 05-06-2023 9:00 a.m. 4:00 p.m. Live-Online REMOTE
    Sat, 05-13-2023 9:00 a.m. 4:00 p.m. Live-Online REMOTE
    Sat, 05-20-2023 9:00 a.m. 4:00 p.m. Live-Online REMOTE