"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.
How the Spécialisation Works
Suivez les cours
Une Spécialisation Coursera est une série de cours axés sur la maîtrise d'une compétence. Pour commencer, inscrivez-vous directement à la Spécialisation ou passez en revue ses cours et choisissez celui par lequel vous souhaitez commencer. Lorsque vous vous abonnez à un cours faisant partie d'une Spécialisation, vous êtes automatiquement abonné(e) à la Spécialisation complète. Il est possible de terminer seulement un cours : vous pouvez suspendre votre formation ou résilier votre abonnement à tout moment. Rendez-vous sur votre tableau de bord d'étudiant pour suivre vos inscriptions aux cours et vos progrès.
Projet pratique
Chaque Spécialisation inclut un projet pratique. Vous devez réussir le(s) projet(s) pour terminer la Spécialisation et obtenir votre Certificat. Si la Spécialisation inclut un cours dédié au projet pratique, vous devrez terminer tous les autres cours avant de pouvoir le commencer.
Obtenir un Certificat
Lorsque vous aurez terminé tous les cours et le projet pratique, vous obtiendrez un Certificat que vous pourrez partager avec des employeurs éventuels et votre réseau professionnel.
Cette Spécialisation compte 4 cours
Cours1
Research Proposal: Initiating Research
4.5
95 notes
Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field.
In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.
Cours2
Qualitative Research
4.5
54 notes
In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis.
Week 1: Define qualitative research and how it differs from quantitative research. Explore the various qualitative research methods and evaluate when and how to use them for your research project.
Week 2: Design the qualitative instruments necessary for your interviews or focus groups, and plan your recruitment efforts. Write questions and prompts to ask in an interview or focus group. Design a moderator guide and a screening questionnaire to use when recruiting your participants.
Week 3: Recruit participants for your focus group and apply techniques to ensure they show up and participate. Act as a moderator during your focus group and apply strategies to handle various types of situations. Probe responses and engage participants in a group discussion, while collecting qualitative data and keep the discussion moving.
Week 4: Organize and analyze the data you have collected. Transcribe the audio from your focus group or interview and interpret your notes. Write a focus group report that can be presented to your stakeholders and see how this information might relate to your quantitative research.
Take Qualitative Research as a standalone course or as part of the Market Research Specialization. You should have equivalent experience to completing the first course in this specialization, Research Report: Initiating Research, before taking this course. By completing the second class in the Specialization you will gain the skills needed to succeed in the full program.
Cours3
Quantitative Research
4.1
33 notes
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.
Cours4
Research Report: Delivering Insights
3.6
16 notes
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision?
In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.
Enseignants
Ashwin Aravindakshan, PhD
Associate Professor, Graduate School of ManagementUC Davis
Jim Fong
Director, UPCEA Center for Research and Marketing StrategyUC Davis Division of Continuing and Professional Education
Susan Berman
President, Impact ResearchUC Davis Division of Continuing and Professional Education
Robin Boyar
Founder, thinktank research & strategyUC Davis Division of Continuing and Professional Education
Olivier Rubel, PhD
Associate Professor, Graduate School of ManagementUC Davis
Partenaires du secteur
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.
Foire Aux Questions
Quelle est la politique de remboursement ?
Puis-je m'inscrire à un seul cours ?
Oui ! Pour commencer, cliquez sur la carte du cours qui vous intéresse et inscrivez-vous. Vous pouvez vous inscrire et terminer le cours pour obtenir un Certificat partageable, ou vous pouvez accéder au cours en auditeur libre afin d'en visualiser gratuitement le contenu. Si vous vous abonnez à un cours faisant partie d'une Spécialisation, vous êtes automatiquement abonné(e) à la Spécialisation complète. Visitez votre tableau de bord d'étudiant(e) pour suivre vos progrès.
Une aide financière est-elle possible ?
Puis-je suivre le cours gratuitement ?
Ce cours est-il vraiment accessible en ligne à 100 % ? Dois-je assister à certaines activités en personne ?
Ce cours est entièrement en ligne : vous n'avez donc pas besoin de vous présenter physiquement dans une salle de classe. Vous pouvez accéder à vos vidéos de cours, lectures et devoirs en tout temps et en tout lieu, par l'intermédiaire du Web ou de votre appareil mobile.
Puis-je obtenir des crédits universitaires si je réussis la Spécialisation ?
Cette Spécialisation n'est pas associée à des crédits universitaires, mais certaines universités peuvent décider d'accepter des Certificats de Spécialisation pour des crédits. Vérifiez-le auprès de votre établissement pour en savoir plus.
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