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Tutorials
and Training
Data
Mining
Thearling has compiled an excellent resource site on data mining that
includes white papers, book reviews, and links to a wide range of other
sites on data mining and its usefulness in marketing.
The
Data Mine
This site offers an introduction to data mining, also known as knowledge
discovery in databases (KDD), knowledge acquisition from databases, and
knowledge discovery. Other resources tend to the technical, including
links to software, papers, journals, sources of data to mine, and information
about On-Line Analytical Processing (OLAP).
SmartDrill®
Data Mining
Provides a number of explanatory sections for data mining novices, including
case studies, white papers and a nontechnical overview of various methods
for analyzing data, working from the simplest techniques through increasingly
sophisticated methods, pointing out the strengths and limitations of each.
The
Burke Institute
The Burke Institute offers marketing research training seminars on 25
different topics, including qualitative and quantitative research, questionnaire
design, international research, and more. Customized training and several
certification programs are offered. Seminars are held at various sites
throughout the U.S., as well as at the institute's home base of Cincinnati.
Questionnaires and Survey Design
This basic but helpful tutorial on how to design a research survey questionnaire
is actually a chapter from a book that's offered for sale on this site.
Howver, this chapter can be downloaded free without having to buy the
book.
MarketResearch.com
An "aggregator of global business intelligence," the site provides
a comprehensive searchable database of published marketing research materials;
searches are free, but there's a fee for retrieving any research reports
located.
"Principles
of Marketing Research"
Access information on the University of Georgia Center for Continuing
Education's web-based course, endorsed by the Marketing Research Association,
ESOMAR, and the Marketing Research Institute International, and supported
by, among others, the Advertising Research Foundation, the American Marketing
Association and CASRO. Skill areas covered include marketing basics, planning
the research process, research design, sampling, data collection methods,
measurement instruments, data collection skills, data analysis, communicating
research results, and research management.
Market
Research
This free resource is part of the Management Assistance Program for Nonprofits
site, an extensive online library on the challenges that management face
with topics such as marketing, advertising, e-commerce and intellectual
property law. Content is sometimes not updated frequently enough to avoid
dead links, but overall the site is well worth checking out as a basic
look at what marketing research is and what can be done using marketing
research methods.
The
Write Market
Tutorials and articles on the basics of developing and executing a marketing
plan, with an emphasis on online skills, including online promotion, search
engine promotion, how to publish an Ezine, creating an online press center,
writing for the web and online branding.
Media
Buying Academy
Offers a four-day "boot-camp" course in the basics of media
planning and buying, taught throughout the U.S., with customized onsite
training available as well. Audio and video home-based versions of the
training programs are produced.
Packaging®
Strategies
Site covers packaging markets, technology, and business, with a focus
on reporting exclusive intelligence on new packages, packaging technologies,
companies, and market trends. Also available on this site is information
about newsletters, conferences, and market studies on packaging.
SPIN
Tutorials
Although primarily geared toward helping public interest organizations
make use of public relations to further their social change aims, the
SPIN tutorials provide much of general use for those looking to develop
strategic media campaigns, including in-depth guides to cultivating relationships
with reporters and making the most of photo opportunities and media events.
PR-education.org
This site by a journalism professor at Colorado State University organizes
links for educators, students, or practitioners, plus a "resources"
category for links of more general use, including a section on published
research in the field of public relations.
Aurora WDC Magazine
A
range of articles and essays addressing topical issues in the fields of
competitive intelligence and competitive strategy. Linked access provides
starting point to locating intelligence reports on the Web.
Business
Research Strategies
Free online tutorial broken down into five key areas: company and organization;
industry and product; topics and events; economic and financial data;
and demographics and consumers. Each area is broken down into simple subcategories,
leading to primary source links.
NoodleTools's
Information Literacy: Search Strategies
A guide to choosing the best search engine depending on your information
need. Organized by search type, including "a few good hits fast,"
"popular or commercial topic" and "I need quality, evaluated
pathfinders prepared by a subject expert."
TradePort:
Global Trade Tutorial
An interactive tutorial on international trade designed for exporters.
Topics addressed include understanding the rules of trade, developing
an export strategy and how to research overseas markets.
The
Industry Handbook Retailing Industry (by Investopia.com)
Perhaps less of a tutorial, more a one (Web-) page overview of the retailing
industry, what it takes to be a success and what the key factors are for
retailing. Links at the conclusion lead to more detailed sources.
Statistics
Every Writer Should Know
Information written by L.A. Times' journalist Robert Niles is
geared toward fellow journalists and other liberal-arts types who avoided
anything mathematical, and statistics in particular, at school but now
find they need a basic understanding of statistics that's not too technical.
HyperStat
Online
The main offering at this site is the HyperStat Online Textbook,
an introductory guide to statistics, but many other resources make it
worth a visit, including book reviews, statistics link resources, and
an online forum for users of the textbook. Sadly, the links to statistics
jokes no longer flourish as they once did!
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