Working with Secondary Data: Syndicated and Big Data at UGA

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Learn the many secondary data sources available to you, including those known as “big data.”

This online Principles Express course introduces the many secondary data sources available to you. You will learn about the value and challenges you might encounter when linking primary and secondary data, and gain insights into the “big data” world in which businesses now operate.

Driven by the growth of big data, secondary data is getting increasing attention from the market research industry. This course will give you perspectives on how to stay at the forefront of that growth.

Snapshot

Format: Online

Hours: 12

Credits: 1.2 CEUs

When: Start anytime

Cost: $329 - $359

After completing this course, you should be able to:

Discuss how the integration of technology into our daily lives is creating new opportunities for market researchers.
Define secondary data as distinct from primary data.
Describe the various types of data sources available to researchers including syndicated data, transaction data, social media data, and Internet of Things data, emphasizing the strengths and weaknesses of each.
Describe the various components of the “big data” ecosystem, reinforcing that all data sources—primary and secondary—have compromises and the researcher’s responsibility to select the “best available data” given the business issue being studied.
Identify some of the typical barriers a researcher encounters in gaining access and using secondary data.
Discuss the related concepts of data governance, data curation, and data provenance and their importance in assessing the quality of secondary data.
Discuss the value and the challenges that can be realized by linking primary and secondary data, including the role of data brokers.
Discuss the ways in which traditional analytic techniques can be applied to secondary data.
Describe what is meant by machine learning and its relevance when working with large secondary datasets.
Discuss the challenges and emerging solutions that researchers face when dealing with unstructured data—text, photographs, video, etc.
Discuss the challenges the researcher faces when using secondary data in a global context.
Describe the ethical issues, especially related to privacy and confidentiality, when using secondary data.

Accommodations

The University of Georgia Center for Continuing Education is committed to providing equal access to continuing education programs for students living with permanent or temporary disabilities. Learn more about the University of Georgia Center for Continuing Education program accommodations.

Continuing Education Information

Students successfully completing graded components earn a Digital Badge and 1.2 University of Georgia Continuing Education Unit (CEU) from The University of Georgia.

As a graduate of the course you will be recognized by industry associations, employers, peer groups and other professionals as understanding how to translate your research findings into reports and presentations that grab your audience’s attention, address the business decision your client needs to make, and offer sound and useful recommendations. This recognition will help you advance in your company and the industry.

CAIP Canada also recommends the course for candidates looking to fill in the gaps or gain a refresher in specific areas.

Prerequisite Courses:

There are no prerequisites for enrolling in Working with Secondary Data: Syndicated and Big Data. However, the course assumes some knowledge of basic research design and quantitative research practices. Prospective enrollees might consider our course, Market Research Design and Data Identification. As a follow-on to this course, a researcher might find it useful to also take Introduction to Data Analysis and/or Advanced Analytic Techniques.

What knowledge is assumed by the Course?
You should be familiar with:

Research design
Basic analysis techniques (covered in our Principles Express course, Introduction to Data Analysis
Knowledge of more advanced analytics techniques also may be useful (covered in our Principles Express course, Advanced Analytic Techniques)

See Principles Express courses for more details.

Preferred Browser:
To take advantage of the different features (PDF files, URLs/links to external websites, animated exercises, audio and video clips) you should use a Windows or Macintosh-based browser. A robust browser such as Chrome, Firefox, Microsoft Edge, or Safari and a fast internet connection provide the best experience. The online platform supports many popular web browser versions. To find out if your computer's current software configuration is compatible, see System & Software Requirements.

Textbooks Requirements:

Suggested Textbook (not required)
Malhotra, Naresh K., Essentials of Marketing Research: A Hands-On Orientation, Pearson Education: Upper Saddle River, NJ. ISBN-13: 978-0-13-340182-0 (digital subscription edition)

Included in the online course are suggested reading assignments from the above textbook. These readings are not required content and will not be part of the testing for the course. The textbook suggestions are simply intended to add additional depth to your understanding of the topic.

Details are subject to change.

Supporting associations:

Select the organization to visit their websites.

Founding Organizations