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Market Research Certified | Masters
Introduction [45 mins]
Pre-course survey
What to expect from this course (1:40)
How to get the most out of your Market Research Certified Masters course
Your course pack
Resource library
An introduction to market research (6:31)
The benefits of market research (5:10)
Domestic vs international markets (7:14)
B2B vs B2C vs B2D markets (8:38)
Module #1 | Key takeaways (1:31)
Exam
Time to reflect 💡
Primary vs secondary research [30 mins]
Intro to primary research (1:31)
Exploratory vs specific (2:11)
Pros and cons of primary research (1:19)
Getting participants (2:56)
Intro to secondary research (0:58)
Secondary resources (5:08)
Pros and cons of secondary research (1:47)
Module #2 | Key takeaways (1:27)
Exam
Coursework (0:51)
Time to reflect 💡
Qualitative research [40 mins]
Introduction to qualitative research (3:26)
Interviews and focus groups (8:06)
Can we trust what customers say? (3:27)
Ethnographies/observations (5:23)
Segmentation and personas (5:57)
Module #3 | Key takeaways (2:12)
Exam
Time to reflect 💡
Quantitative research [94 mins]
Introduction to quantitative research (3:01)
Questionnaires and surveys (6:51)
How to make NPS an essential experience metric in B2B
A/B testing (2:54)
A/B testing: your ticket to defining high intent customers | Toast
Mixed-methods approach (3:18)
Data analysts (3:07)
Product Marketing Strategies for Analyst Relations | Snowflake
Module #4 | Key takeaways (2:29)
Exam
Time to reflect 💡
Fireside chat [20 mins]
Fireside chat | Bożena Pieniazek - Director of Marketing at Maze
Ethics [20 mins]
Concerning ethics (4:22)
Protecting participants (3:13)
Module #5 | Key takeaways (1:23)
Exam
Coursework (0:43)
Time to reflect 💡
Competitive intelligence [58 mins]
An intro to CI (4:36)
How to share competitive intelligence findings
Win/loss interviews (5:09)
SWOT analysis (5:23)
19 of the best competitive intel tools for product marketers
Module #6 | Key takeaways (1:10)
Exam
Coursework (0:46)
Time to reflect 💡
Fireside chat [20 mins]
Alex McDonnell - Competitive Intelligence Lead at Airtable
Presenting your findings [40 mins]
Communication is key (3:12)
Structuring your presentation (6:45)
Module #7 | Key takeaways (1:07)
Exam
Time to reflect 💡
Fireside chat [21 mins]
How to share your findings and engage with stakeholders (21:27)
Wrap up
Course recap (2:46)
Course satisfaction survey
Resource library
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Win/loss interviews
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