This course is part of the Market Research Specialization

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stars
277 ratings

Susan Berman +1 more instructor

24,257 already enrolled

Offered By

Market Research SpecializationUniversity of California, Davis

About this Course

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In this course, you will obtain some insights about marketing to help determine whether there is an opportunity that actually exists in the marketplace and whether it is valuable and actionable for your organization or client.  
Week 1: Assess methods available for creating quantitative surveys, along with their advantages and disadvantages. Identify the type of questions that should be asked and avoid unambiguous survey questions.  

Week 2: Design, test, and implement a survey by identifying the target audience and maximizing response rates. You will have an opportunity to use Qualtrics, a survey software tool, to launch your own survey.

Week 3: Analyze statistical models that can be applied to your marketing data, so that you can make data-driven decisions about your marketing mix. 

Week 4: Predict most likely outcomes from the marketing decisions and match the type of analysis needed for your business problem. 

Take Quantitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the second course in this specialization, Qualitative Research, before taking this course. By completing the third class in the Specialization, you will gain the skills needed to succeed in the full program.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Start instantly and learn at your own schedule.

Course 3 of 4 in the

Market Research Specialization

Intermediate Level

Familiarity with basic to statistics and comfortable working with Excel or similar stats software.

Approx. 17 hours to complete

English

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What you will learn

Predict common pitfalls in designing and implementing quantitative research and a plan to avoid them
Design an effective questionnaire by applying best practices for writing questions and response options
Launch your survey to the target audience using a quantitative survey platform and get back results
Analyze a given set of data, perform basic calculations, and describe it with descriptive statistics

Skills you will gain

Sales And Operations Planning
Market Research
Sample Mean And Covariance
basic statistics
sampling statistics

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 3 of 4 in the

Market Research Specialization

Intermediate Level

Familiarity with basic to statistics and comfortable working with Excel or similar stats software.

Approx. 17 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Instructor rating

4.36/5 (41 Ratings)

Susan Berman

President, Impact Research

UC Davis Division of Continuing and Professional Education

35,287 Learners

2 Courses

Olivier Rubel, PhD

Associate Professor, Graduate School of Management

UC Davis

24,257 Learners

1 Course

Offered by

University of California, Davis

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Syllabus - What you will learn from this course

Content Rating88%(1,701 ratings)

Week

Week 1

3 hours to complete

Getting Started and Preparing to Design a Quantitative Survey for Market Research

3 hours to complete

13 videos (Total 60 min), 4 readings, 1 quiz

13 videos

Course Introduction4m

Introduction to Preparing to Design a Quantitative Survey for Market Research1m

Identifying Business Objectives4m

Assessing Suitability of Quantitative Research5m

Building On Qualitative Findings to Inform a Quantitative Survey4m

Introduction to Various Types of Quantitative Surveys1m

Online Surveys4m

Telephone Surveys4m

In-Person Surveys4m

Direct Mail Surveys3m

Steps to Design and Implement a Survey - Part 17m

Steps to Design and Implement a Survey - Part 24m

Recognizing and Avoiding Common Pitfalls6m

4 readings

A Note From UC Davis10m

Back to Basics: Six Essential Skills for Telephone Interviewing15m

Qualtrics: 10 Tips for Building Effective Surveys15m

6 Common Survey Writing Mistakes in Market Research10m

1 practice exercise

Module 1 Quiz30m

Week

Week 2

6 hours to complete

Designing and Implementing a Quantitative Survey

In this module, you will be able to delineate the market segment and select your survey method. You will be able to identify the appropriate sample sources and determine appropriate sample size while maximizing your response rate. You will be able to design a questionnaire and appropriate response options. You will be able to perform quality control on survey questions and test and launch your survey.

6 hours to complete

12 videos (Total 67 min), 4 readings, 3 quizzes

12 videos

Introduction to Designing and Implementing a Quantitative Survey1m

Delineating the Market Segment6m

Selecting the Survey Methods7m

Maximizing Response Rates5m

Maximizing Response Rates: Administering a Survey4m

Maximizing Response Rates: Level of Trust4m

Selecting Appropriate Sample Sources7m

Determining Appropriate Sample Size5m

Designing a Questionnaire5m

Designing Appropriate Response Options5m

Performing Quality Control8m

Pre-Testing Your Survey4m

4 readings

Quirk's: What Everyone Needs to Know About Sampling10m

Sample Size Calculator5m

7 Tips for Good Survey Questions5m

Qualtrics Resources30m

1 practice exercise

Module 2 Quiz30m

Week

Week 3

4 hours to complete

Analyzing a Survey

In this module, you will be able to review your survey data and look for any errors. You will be able to analyze your survey conducting descriptive and inferential analysis techniques to test your hypotheses. You will be able to conduct association analysis and causal analysis with your data. Please note that this module features a fair amount of advanced statistics related math. Throughout the module, optional activities setup as practice quizzes have been provided to help reinforce what you're learning.

4 hours to complete

12 videos (Total 59 min), 3 readings, 6 quizzes

12 videos

Analyzing a Survey Introduction1m

Reviewing Your Data and Looking for Errors4m

The Importance of Scales5m

Descriptive Analysis: Nominal Data6m

Descriptive Analysis: Ordinal and Interval Data5m

Inferential Analysis: Confidence Interval6m

Testing Hypotheses, Part 1: Overview3m

Testing Hypotheses, Part 2: An Example Application6m

Association Analysis: Comparing Groups of People4m

Association Analysis: Chi-Square Test6m

Association Analysis: Correlation Analysis2m

Causal Analysis6m

3 readings

Making Sense of Survey Data30m

Sampling and Samples45m

Datasets for Module 3 Lectures10m

6 practice exercises

Sampling Activity10m

Scales Practice Activity10m

Descriptive Analysis Activity20m

Statistical Analysis Practice Activity20m

Causal Analysis Practice Activity10m

Module 3 Quiz30m

Week

Week 4

4 hours to complete

Assess Approaches and Interpret Quantitative Study Results

In this module, you will be able to assess the various approaches for analyzing your data. You will be able to consider multiple variables throughout your analysis and be able to interpret your results. Like the last module, this module features a fair amount of advanced statistics related math. Several optional activities setup as practice quizzes have been provided to help reinforce what you're learning.

4 hours to complete

10 videos (Total 38 min), 3 readings, 4 quizzes

10 videos

Assess Approaches and Interpret Study Results Introduction36s

Regression and Errors6m

Multiple Variables3m

Using Multiple Variables3m

Multiple Regressions: Understanding What Drives Pricing3m

Binary Regression4m

Segmentation and Cluster Analysis4m

Factor Analysis4m

Conjoint Analysis4m

Course Summary1m

3 readings

Using Multiple Variables Dataset10m

Regression Analysis30m

Quantitative Data Analysis Techniques for Data-Driven Marketing45m

3 practice exercises

Anscombe's Quartet15m

Multiple Regressions Practice Activity10m

Module 4 Quiz30m

Reviews

4.4

56 reviews

5 stars
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4 stars
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3 stars
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2 stars
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1 star
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TOP REVIEWS FROM QUANTITATIVE RESEARCH

by OOMar 3, 2022

I enjoyed every bit of the course content most especially the analytical aspect of it. I have indeed acquired an invaluable skill. Thanks to our amazing instructors.

by DDJul 6, 2020

Its a platform to enhance your skills and learn the things efficiently with a practical approach

Thanks to Coursera Team

by HCJul 11, 2021

A perfect blend of information and knowledge needed by newcomers to this field

by RDJul 16, 2019

Qualitative portion is very helpful. The quantitative part is hit or miss, a lot of it is very hypothetical and not useful when actually implementing the approach in Excel.

View all reviews

About the Market Research Specialization

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data.

Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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