Statistical Measurements, Analysis, and Research
INTG1-GC1055
Credit:
Marketing, Advertising, and Public Relations
This course will teach the marketer both quantitative and qualitative techniques for maximizing the brand and customer relationships in an integrated-marketing environment. In particular, it will cover the following:
Sampling techniques used in marketing ¿ how and why to sample, types of sampling
Measures of central tendency and dispersion ¿ how to develop and assess these measures to better understand potential data issues prior to analysis
Graphical representation of marketing data ¿ the use of bar charts, pie charts, line charts, and other methods for showing consumer data and purchase data
Important distributional properties of marketing data ¿ the central-limit theorem and the normal distribution
Marketing-test design and analysis ¿ sample-size estimation and test assessment via hypothesis testing
Full factorial test design ¿ the rules of test design
Market-research survey design and execution ¿ types of surveys, types of questions, and test planning
Research-analysis methods ¿ choice modeling/conjoint analysis, rank correlations
Types and usage of syndicated data ¿ Nielsen, IRI, Simmons, and other data sources
Sizing a market¿how to assess opportunities in the marketplace via online research and online services
ROI analysis ¿ the various methods of calculating return on marketing investment
Campaign management ¿ spreadsheets, calculations, marketing goals
Competitive research methods and tracking ¿ various qualitative and quantitative techniques to assess competition in the marketplace
To register for this course you must be an admitted student in an NYU credit or degree program or have special student status.
Admitted NYU credit or degree students may visit NYUHome to register through ALBERT.
To apply to an NYU-SCPS credit or degree program, call (212) 998-7100.
