** Using research, data & insight to inform your marketing strategy

Level: Marketing leadership

The days of building marketing strategies on hunches and intuition are over. These days, god is in the data. In this lesson, you'll learn how to differentiate between quantitative and qualitative data and explore the various ways qualitative research can shed light on consumer behaviour. Using interactive exercises and industry case studies, you'll go through the stages of designing a research brief for your organisation.

Lesson objectives:

• Differentiate between quantitative and qualitative data
• How to use different types of data
• Explore the various ways qualitative research can shed light on consumer behaviours questions
• Design a research brief

Estimated completion time: 4 hours

Course of origin: DMA Postgraduate Marketing Diploma