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Market Research Foundations


Introduction
The power of market research
Primary and secondary research

1. Qualitative Research
Focus groups
User interviews
Image-based interviews
Ethnography
Diary studies
Usability testing

2. Quantitative Research
Surveys
Data analytics
Eye tracking and biometrics

3. Research Design: Creating Your Marketing Research Plan
Articulating your research goals
Qualitative vs. quantitative: When to use each research method
Selling your company on research
Recruiting: How to find the right participants

4. Communicating Your Research: Your Deliverables
Presenting your research: A crash course in persuasive techniques
Personas
Journey mapping

Conclusion
Next steps