À propos de ce cours
3.6
16 notes
3 avis
Spécialisation

Cours 4 sur 4 dans le

100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Heures pour terminer

Approx. 13 heures pour terminer

Recommandé : 4 weeks of study, 3-5 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais
Spécialisation

Cours 4 sur 4 dans le

100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Heures pour terminer

Approx. 13 heures pour terminer

Recommandé : 4 weeks of study, 3-5 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
4 heures pour terminer

Getting Started & Synthesizing Findings and Deriving Insights

You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field. ...
Reading
15 vidéos (Total 84 min), 6 lectures, 1 quiz
Video15 vidéos
Synthesizing Findings and Deriving Insights Introduction1 min
Finding the Story in Your Research7 min
Market Positioning4 min
Using Perceptual Maps8 min
Market Segmentation5 min
Segmentation: Variations and Benefits5 min
Conjoint Analysis2 min
Performing Conjoint Analysis10 min
A Design Checklist of the Who, What, Why, and How7 min
Start with your Stakeholders3 min
The Art of Storytelling (Past, Present, and Future)3 min
Storytelling and the Human Brain5 min
Emotional Modulators: Color, Language, and Other Design Elements8 min
False Narratives and Data Storytelling6 min
Reading6 lectures
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15 min
More on Perceptual Maps15 min
Video: The Market Positioning Map5 min
A Better Way to Map Brand Strategy20 min
Video: Principles of Marketing - Segmentation, Targeting and Positioning20 min
Introduction1 min
Quiz1 exercice pour s'entraîner
Module 1 Quiz30 min
Semaine
2
Heures pour terminer
4 heures pour terminer

Measuring Various Marketing Efforts

Up to this point, you’ve synthesized findings and derived insights to address a business problem. However, once you've implemented a marketing plan, seeking to reach the target market and engage them with the business, product or service, how do you know if the marketing efforts are working? That’s what you will focus on in this module. You will compare and contrast traditional advertising with digital advertising and social media marketing. You will be able to track consumers through the stages of the Purchase Funnel and plan ways to effectively market to them at each point along that journey toward a purchase. You will weigh the pros and cons of social media and word-of-mouth advertising that have become essential digital strategies. You will also be able to build and track a social media marketing plan, learning various effective ways to attribute sales back to specific marketing efforts....
Reading
6 vidéos (Total 32 min), 6 lectures, 1 quiz
Video6 vidéos
Advertising and Your Market Research Plan4 min
Designing a Digital Advertising Framework7 min
Attributing Sales to Advertising5 min
Strategizing Social Media and Word of Mouth5 min
Building and Tracking Your Social Media Marketing Plan7 min
Reading6 lectures
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15 min
Videos: McKinsey & Company on Digital Advertising Framework30 min
Quirk's: Is digital media less effective than traditional media?10 min
Quirk's: A framework for understanding ad effectiveness15 min
Videos on Social Media Marketings
Quirk's: The three Cs of social media for organizational leaders10 min
Quiz1 exercice pour s'entraîner
Module 2 Quiz30 min
Semaine
3
Heures pour terminer
2 heures pour terminer

Planning to Communicate Findings

Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success. ...
Reading
7 vidéos (Total 40 min), 6 lectures, 1 quiz
Video7 vidéos
Developing Recommendations11 min
Testing and Refining Ideas5 min
Use Storytelling to Increase Effectiveness5 min
Choosing Best Method to Deliver Findings4 min
Data Visualization, Part 15 min
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6 min
Reading6 lectures
Video: Storytelling: How to tell a Research Story5 min
Quirk's: Tips for Communicating MR Insights Using Storytelling10 min
Quirk's: With the focus on storytelling, are we forgetting about the data?5 min
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10 min
Video: The Art of Data Visualization10 min
Video: David McCandless: The Beauty of Data Visualization20 min
Quiz1 exercice pour s'entraîner
Module 3 Quiz30 min
Semaine
4
Heures pour terminer
5 heures pour terminer

Designing and Presenting Ideas

There are certain expectations of a market research report or presentation. You have prepared to communicate your findings, however, you still have to construct your presentation. This module covers the building blocks and required sections that are industry standards in a market research presentation. In this module, you will review the essential sections of a market research report and offer further directions for designing visualizations of your data. You will be able to complete a market research presentation with the requisite sections and design a presentation that caters to a specific audience. You’ll be able to deliver research-based ideas and findings through a story that will cast your client in the hero role. You’ll also be able to deliver actionable recommendations that will help solve your client’s business problem. And, isn’t that the point of all the research done prior to this part of the process? ...
Reading
14 vidéos (Total 104 min), 4 lectures, 2 quiz
Video14 vidéos
Designing Your Visualizations8 min
Creating a Presentation, Part 1: Sections and Style4 min
Creating a Presentation, Part 2: Building Blocks7 min
Creating a Presentation, Part 3: Closing Sections and Guidelines6 min
Presenting Your Ideas5 min
Design for Understanding5 min
Know Your Audience(s)5 min
Data Relationships and Design5 min
Language, Labeling, and Scales6 min
Visual Lies and Cognitive Bias9 min
Interview with Robin Boyar12 min
Interview with Aaron Carpenter23 min
Course Summary2 min
Reading4 lectures
Quirk's: A guide to using PowerPoint to present research findings15 min
Video: David JP Phillips: How to Avoid Death by PowerPoint20 min
Quirk's: Three Steps to Better Research Presentations10 min
Introduction1 min
Quiz1 exercice pour s'entraîner
Module 4 Quiz30 min

Enseignants

Avatar

Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
Avatar

Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

À propos de University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

À propos de la Spécialisation Market Research

"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....
Market Research

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.