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This course focuses on the use of online research to gain competitive advantage in a business context. Critical assessment of the need for market information, and of its potential value, is an important part of this course. Themes include research design, collection and use of online market research. Topics covered include online qualitative research, the use of new media and social networking sites as a source of data, commercial online panels, in-house panels, online questionnaire design, analysis and the design of dashboards. A feature of the course is a project where students design an online research instrument and then analyse the data.