This course is part of the Market Research Specialization

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Athanasia Lampraki +1 more instructor

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Market Research SpecializationQueen Mary University of London

About this Course

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This course focuses on research methodologies. In this vein, the focus will be placed on qualitative and quantitative research methodologies, sampling approaches, and primary and secondary data collection. The course begins with a discussion on qualitative research approaches, looking at focus groups, personal interviews, ethnography, case studies and action research. We will also discuss quantitative research methods with a focus on experimental research design and survey methodology. There will be an exploration of the sampling design process and different sampling approaches, including probability and non-probability sampling as well as sample size and non-response issues. We will look at the nature and scope of primary and secondary data, and the importance of measurement. We will look at the role of the Internet in market research as well as non-comparative scaling techniques. The course ends with a discussion on different data collection approaches, with a focus on observation, content analysis, narrative research, phenomenology, and the collection of data using ethnography.

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Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 2 of 4 in the

Market Research Specialization

Beginner Level

For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.

Approx. 19 hours to complete

English

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What you will learn

Different research methodologies
Different sampling approaches
Primary and secondary data collection approaches

Skills you will gain

Collect primary and secondary data
Use qualitative and quantitative research methodologies
Adopt different sampling approaches
Evaluate different data collection approaches

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 2 of 4 in the

Market Research Specialization

Beginner Level

For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.

Approx. 19 hours to complete

English

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

Try Coursera for Business

Instructors

Athanasia Lampraki

6,762 Learners

8 Courses

Evangelia Katsikea

6,762 Learners

8 Courses

Offered by

Queen Mary University of London

Queen Mary University of London is a leading research-intensive university with a difference – one that opens the doors of opportunity to anyone with the potential to succeed. Ranked 117 in the world, the University has over 28000 students and 4400 members of staff. We are a truly global university: over 160 nationalities are represented on our 5 campuses in London, and we also have a presence in Malta, Paris, Athens, Singapore and China. The reach of our education is extended still further through our online provision.

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Syllabus - What you will learn from this course

Week1

Week 1

5 hours to complete

Week 1

5 hours to complete

4 videos (Total 15 min), 6 readings, 5 quizzes

Week2

Week 2

5 hours to complete

Week 2

5 hours to complete

4 videos (Total 15 min), 6 readings, 6 quizzes

4 videos

Sample or Census?4mProbability vs Non Probability Sampling3mSampling Techniques: Non Probability Sampling3mSample Size3m

6 readings

The Sampling Design Process: Target Population, Sampling Frame, Sampling Techniques10mThe sampling Design Process: Sampling Process, Sample Validation, Non Response Issues in Sampling10mTypes of Probability Sampling: Single Random Sampling, Systematic Sampling, Stratified and Cluster10mQuota Sampling10mSnowball Sampling10mNon Response Aspects in Sampling10m

6 practice exercises

Test Your Knowledge30mTest Your Knowledge30m Refresh Your Knowledge30m Test Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30m

Week3

Week 3

5 hours to complete

Week 3

5 hours to complete

4 videos (Total 16 min), 6 readings, 6 quizzes

4 videos

Nature and Scope of Secondary Data4mNature and Aims of Internal Secondary Data4mPrimary Data Collection With Emphasis on Experiments3mImportance of Internet in Market Research: Online Surveys4m

6 readings

Combining Various Types of Data10mExternal Secondary Data: Syndicated Sources of Secondary Data10mResearch Drives Business Strategy10mImportance of Proper Measurement10mComparative Scaling Techniques10mNon-comparative Scaling Techniques 10m

6 practice exercises

Test Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30m Test Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30m

Week4

Week 4

6 hours to complete

Week 4

6 hours to complete

4 videos (Total 20 min), 5 readings, 6 quizzes

4 videos

Collecting Data Through Observation5mData Collection: Narrative Research4mThe Action Research Project6mCollecting Data Through Ethnography3m

5 readings

Data Collection: Case Study 10mData Collection: Content Analysis10mData Collection: Phenomenology10mDeveloping and Implementing the Action Research project I10mDeveloping and Implementing the Action Research Project II10m

5 practice exercises

Test Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30mTest Your Knowledge 30mTest Your Knowledge 30m

About the Market Research Specialization

The Market Research Specialisation focuses on the essentials of research and the research process. This Specialisation will teach you how to use qualitative and quantitative research methods, how to develop and manage a questionnaire development strategy, how to develop measurements, how to collect data and how to analyze and present them.

Once you have completed this Specialisation, you will have a good understanding of market research including: Essentials of market research Components of research proposal Research process Development of research instruments Sampling approaches Data analysis and interpretation Research report This Specialisation is aimed at market research analysts, social media strategists, marketing managers, product managers and market researchers who wish to enhance their knowledge with the essentials of market research, the research process and the research proposal. The Specialisation will assist learners in familiarising with the fundamentals of market research, methodological approaches, data collection and analysis and a good understanding of the stages of the research process.

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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
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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Research Methodologies

About this Course

What you will learn

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