Description:
The objective of this course is to focus students’ thinking about social and digital media analytics around questions and insights. Whether through formal research for organizations or through spontaneous questions from management and other departments, you may be asked to use social and digital media data to answer questions and report actionable insights.
By the end of this course, you will be able to:
- Understand the role and importance of social media research plans, as well as how to build one
- Describe a common approach to market research and how to use social media data for it
- Evaluate social media research and market research plans
- Understand and describe social media research methods
- Create and deliver effective research reports and presentations of findings
- Use simple but powerful Excel tools to deepen your data analysis
- Perform quantitative social media research
Course topics:
- Building a research plan to analyze social media behavior
- Qualitative and quantitative methods
- How to write effective research reports
- Market research plans with social media
- Analyzing social media data
- Interpreting tabular data
- Analysis tools in excel