This course focuses on market research and market analysis and is divided into two parts. The lecture section explains key methods and concepts, which are then applied in the practical section using a real-world market research project.
What you can expect:
- You will learn to conduct market analyses using scientific methods for a specific product, company, association, or region. These analyses can serve as a basis for economic or policy decisions.
What you will gain:
- The importance of market research and market analysis in the context of innovation
- The ability to apply various market research and market analysis methods (e.g., qualitative, quantitative, questionnaire, and experimental methods)
- An assessment of the opportunities and limitations of using market research in the context of innovation