Research and Analytics
SPS Certificate website: sps.northwestern.edu/undergraduate-certificate/research-and-analytics
The Research and Analytics certificate provides students with the skills they need to differentiate, analyze, and interpret data to meet organizational needs. Through for-credit courses in multiple disciplines—marketing, communications, and social sciences—students gain an understanding of the marketing research process and learn to utilize tools that support data analysis. With this certificate, marketing and communications professionals can emerge with practical experience in designing a research study and applying data analysis to solve business problems.
COMM_ST 201-DL Research Methods in Communication Studies (1 Unit)
Evaluation of the quality and meaning of social scientific research; principles of effective research put into professional practice.
COMM_ST 352-DL Social Network Analysis (1 Unit)
Use of social network analysis to understand the growing connectivity and complexity in the world around us on different scales, ranging from small groups to the web.
COMM_ST 368-DL Data Visualization and Storytelling (1 Unit)
Use of effective, evidence-based, engaging data stories to inform organizational strategies and decision-making. Exploration of market analytics, social media data, empirical data, and business insights to communicate insights to various audiences. Application of storytelling principles and techniques to create engaging and persuasive data stories for different audiences, platforms, and purposes.
Prerequisite: COMM_ST 201-DL or COMM ST 352-DL or MKTG_350-DL.
MKTG 350-DL Market Research (1 Unit)
This course will introduce students to marketing research and the marketing research process. Students will examine the fundamental concepts and techniques used in marketing research and learn the value of marketing research with respect to decision-making in marketing and in business. During this 10-week course, we’ll discuss problem formulation, research design, survey design, sampling, data collection, and data analysis as well as how to effectively present the data and insights uncovered during the marketing research process. We’ll also explore qualitative and quantitative research methods, primary and secondary research, exploratory and causal research, and data visualization techniques. Throughout the course, students will gain hands-on experience in conducting, analyzing, and presenting both qualitative and quantitative research.