This course is part of the Market Research Specialization

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278 ratings

Susan Berman +1 more instructor

25,100 already enrolled

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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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Coursera Labs

Includes hands on learning projects.

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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.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

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

36,339 Learners

2 Courses

Olivier Rubel, PhD

Associate Professor, Graduate School of Management

UC Davis

25,100 Learners

1 Course

Offered by

University of California, Davis

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Syllabus - What you will learn from this course

Content Rating88%(1,766 ratings)

Week1

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 Introduction4mIntroduction to Preparing to Design a Quantitative Survey for Market Research1mIdentifying Business Objectives4mAssessing Suitability of Quantitative Research5mBuilding On Qualitative Findings to Inform a Quantitative Survey4mIntroduction to Various Types of Quantitative Surveys1mOnline Surveys4mTelephone Surveys4mIn-Person Surveys4mDirect Mail Surveys3mSteps to Design and Implement a Survey - Part 17mSteps to Design and Implement a Survey - Part 24mRecognizing and Avoiding Common Pitfalls6m

4 readings

A Note From UC Davis10mBack to Basics: Six Essential Skills for Telephone Interviewing15mQualtrics: 10 Tips for Building Effective Surveys15m6 Common Survey Writing Mistakes in Market Research10m

1 practice exercise

Module 1 Quiz30m

Week2

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 Survey1mDelineating the Market Segment6mSelecting the Survey Methods7mMaximizing Response Rates5mMaximizing Response Rates: Administering a Survey4mMaximizing Response Rates: Level of Trust4mSelecting Appropriate Sample Sources7mDetermining Appropriate Sample Size5mDesigning a Questionnaire5mDesigning Appropriate Response Options5mPerforming Quality Control8mPre-Testing Your Survey4m

4 readings

Quirk's: What Everyone Needs to Know About Sampling10mSample Size Calculator5m7 Tips for Good Survey Questions5mQualtrics Resources30m

1 practice exercise

Module 2 Quiz30m

Week3

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 Introduction1mReviewing Your Data and Looking for Errors4mThe Importance of Scales5mDescriptive Analysis: Nominal Data6mDescriptive Analysis: Ordinal and Interval Data5mInferential Analysis: Confidence Interval6mTesting Hypotheses, Part 1: Overview3mTesting Hypotheses, Part 2: An Example Application6mAssociation Analysis: Comparing Groups of People4mAssociation Analysis: Chi-Square Test6mAssociation Analysis: Correlation Analysis2mCausal Analysis6m

3 readings

Making Sense of Survey Data30mSampling and Samples45mDatasets for Module 3 Lectures10m

6 practice exercises

Sampling Activity10mScales Practice Activity10mDescriptive Analysis Activity20mStatistical Analysis Practice Activity20mCausal Analysis Practice Activity10mModule 3 Quiz30m

Week4

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 Introduction36sRegression and Errors6mMultiple Variables3mUsing Multiple Variables3mMultiple Regressions: Understanding What Drives Pricing3mBinary Regression4mSegmentation and Cluster Analysis4mFactor Analysis4mConjoint Analysis4mCourse Summary1m

3 readings

Using Multiple Variables Dataset10mRegression Analysis30mQuantitative Data Analysis Techniques for Data-Driven Marketing45m

3 practice exercises

Anscombe's Quartet15mMultiple Regressions Practice Activity10mModule 4 Quiz30m

Reviews

4.4

56 reviews

5 stars
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4 stars
24.46%
3 stars
6.11%
2 stars
2.51%
1 star
4.31%

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 PLMay 24, 2021

This course is good for someone who is looking for the basic principle of quantitative research

by JDNov 4, 2020

This course helped me understand the relavant knowledge to undertake Quantitative Research.

Thanks a lot to the Instructors.

John Paco

by DTAug 28, 2020

Very Useful course. Instructors and their Pedagogy and Learning strategies are amazing

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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Quantitative Research

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