课程信息
3.6
16 个评分
3 个审阅
专项课程

Course 4 of 4 in the

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100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

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根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为13 小时

建议:4 weeks of study, 3-5 hours/week...
可选语言

英语(English)

字幕:英语(English)
专项课程

Course 4 of 4 in the

100% 在线

100% 在线

立即开始,按照自己的计划学习。
可灵活调整截止日期

可灵活调整截止日期

根据您的日程表重置截止日期。
中级

中级

完成时间(小时)

完成时间大约为13 小时

建议:4 weeks of study, 3-5 hours/week...
可选语言

英语(English)

字幕:英语(English)

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
完成时间为 4 小时

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 个视频 (总计 84 分钟), 6 个阅读材料, 1 个测验
Video15 个视频
Synthesizing Findings and Deriving Insights Introduction1分钟
Finding the Story in Your Research7分钟
Market Positioning4分钟
Using Perceptual Maps8分钟
Market Segmentation5分钟
Segmentation: Variations and Benefits5分钟
Conjoint Analysis2分钟
Performing Conjoint Analysis10分钟
A Design Checklist of the Who, What, Why, and How7分钟
Start with your Stakeholders3分钟
The Art of Storytelling (Past, Present, and Future)3分钟
Storytelling and the Human Brain5分钟
Emotional Modulators: Color, Language, and Other Design Elements8分钟
False Narratives and Data Storytelling6分钟
Reading6 个阅读材料
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15分钟
More on Perceptual Maps15分钟
Video: The Market Positioning Map5分钟
A Better Way to Map Brand Strategy20分钟
Video: Principles of Marketing - Segmentation, Targeting and Positioning20分钟
Introduction1分钟
Quiz1 个练习
Module 1 Quiz30分钟
2
完成时间(小时)
完成时间为 4 小时

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 个视频 (总计 32 分钟), 6 个阅读材料, 1 个测验
Video6 个视频
Advertising and Your Market Research Plan4分钟
Designing a Digital Advertising Framework7分钟
Attributing Sales to Advertising5分钟
Strategizing Social Media and Word of Mouth5分钟
Building and Tracking Your Social Media Marketing Plan7分钟
Reading6 个阅读材料
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15分钟
Videos: McKinsey & Company on Digital Advertising Framework30分钟
Quirk's: Is digital media less effective than traditional media?10分钟
Quirk's: A framework for understanding ad effectiveness15分钟
Videos on Social Media Marketing分钟
Quirk's: The three Cs of social media for organizational leaders10分钟
Quiz1 个练习
Module 2 Quiz30分钟
3
完成时间(小时)
完成时间为 2 小时

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 个视频 (总计 40 分钟), 6 个阅读材料, 1 个测验
Video7 个视频
Developing Recommendations11分钟
Testing and Refining Ideas5分钟
Use Storytelling to Increase Effectiveness5分钟
Choosing Best Method to Deliver Findings4分钟
Data Visualization, Part 15分钟
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6分钟
Reading6 个阅读材料
Video: Storytelling: How to tell a Research Story5分钟
Quirk's: Tips for Communicating MR Insights Using Storytelling10分钟
Quirk's: With the focus on storytelling, are we forgetting about the data?5分钟
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10分钟
Video: The Art of Data Visualization10分钟
Video: David McCandless: The Beauty of Data Visualization20分钟
Quiz1 个练习
Module 3 Quiz30分钟
4
完成时间(小时)
完成时间为 5 小时

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 个视频 (总计 104 分钟), 4 个阅读材料, 2 个测验
Video14 个视频
Designing Your Visualizations8分钟
Creating a Presentation, Part 1: Sections and Style4分钟
Creating a Presentation, Part 2: Building Blocks7分钟
Creating a Presentation, Part 3: Closing Sections and Guidelines6分钟
Presenting Your Ideas5分钟
Design for Understanding5分钟
Know Your Audience(s)5分钟
Data Relationships and Design5分钟
Language, Labeling, and Scales6分钟
Visual Lies and Cognitive Bias9分钟
Interview with Robin Boyar12分钟
Interview with Aaron Carpenter23分钟
Course Summary2分钟
Reading4 个阅读材料
Quirk's: A guide to using PowerPoint to present research findings15分钟
Video: David JP Phillips: How to Avoid Death by PowerPoint20分钟
Quirk's: Three Steps to Better Research Presentations10分钟
Introduction1分钟
Quiz1 个练习
Module 4 Quiz30分钟

讲师

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Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
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Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

关于 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....

关于 Market Research 专项课程

"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

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