Navigate market metrics, and perform effective and ethical research in this course from the University of Cape Town. Market research allows you to develop a better understanding of the consumer and how you can tailor your marketing activities to suit their preferences.

Enroll in course

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This course will teach you how to identify market metrics and how they apply to market research. You will also learn what drives consumer behavior and the importance of segmenting the market. You will explore the fundamentals of research methodologies and the types of data collection. Lastly, this course will provide insights on consumer behavior and data analysis to tailor your marketing approach.

This course is part of the Market Research, Consumer Insights, and Competitor Analysis Professional.

What you'll learn

- Recognise the importance of segmenting the target market.

- Identify consumer behavior drivers and measurement techniques.

- Choose appropriate market metrics for specific market research problems.

- Choose the appropriate research methodology to collect primary data.

- Articulate the ethical considerations that apply when collecting primary data.

- Critique a research brief.