本课程是市场调查专项课程专项课程的一部分

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223 个评分

Susan Berman 另外 +1 位授课教师

17,202 人已注册

提供方

市场调查专项课程加州大学戴维斯分校

课程信息

19,604 次近期查看

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.

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第 3 门课程（共 4 门）

市场调查专项课程

中级

Familiarity with basic to statistics and comfortable working with Excel or similar stats software.

完成时间大约为17 小时

英语（English）

字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）

您将学到的内容有

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

您将获得的技能

Sales And Operations PlanningMarket ResearchSample Mean And Covariancebasic statisticssampling statistics

可灵活调整截止日期

根据您的日程表重置截止日期。

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

第 3 门课程（共 4 门）

市场调查专项课程

中级

Familiarity with basic to statistics and comfortable working with Excel or similar stats software.

完成时间大约为17 小时

英语（English）

讲师

授课教师评分

4.43/5 （29 个评分）

Susan Berman

President, Impact Research

UC Davis Division of Continuing and Professional Education

25,824 个学生

2 门课程

Olivier Rubel, PhD

Associate Professor, Graduate School of Management

UC Davis

17,202 个学生

1 门课程

提供方

加州大学戴维斯分校

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.

教学大纲 - 您将从这门课程中学到什么

内容评分88%（1,090 个评分）

周

周 1

完成时间为 3 小时

Getting Started and Preparing to Design a Quantitative Survey for Market Research

In this module, you will be able to identify the business objectives and assess the suitability for quantitative research. You will be able to build on qualitative findings to help inform a survey. You will be able to discuss the various types of surveys and take steps to design and implement a survey. You will also be able to recognize and avoid common survey pitfalls.

完成时间为 3 小时

13 个视频（总计 60 分钟）, 4 个阅读材料, 1 个测验

13 个视频

Course Introduction4分钟

Introduction to Preparing to Design a Quantitative Survey for Market Research1分钟

Identifying Business Objectives4分钟

Assessing Suitability of Quantitative Research5分钟

Building On Qualitative Findings to Inform a Quantitative Survey4分钟

Introduction to Various Types of Quantitative Surveys1分钟

Online Surveys4分钟

Telephone Surveys4分钟

In-Person Surveys4分钟

Direct Mail Surveys3分钟

Steps to Design and Implement a Survey - Part 17分钟

Steps to Design and Implement a Survey - Part 24分钟

Recognizing and Avoiding Common Pitfalls6分钟

4 个阅读材料

A Note From UC Davis10分钟

Back to Basics: Six Essential Skills for Telephone Interviewing15分钟

Qualtrics: 10 Tips for Building Effective Surveys15分钟

6 Common Survey Writing Mistakes in Market Research10分钟

1 个练习

Module 1 Quiz30分钟

周

周 2

完成时间为 6 小时

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.

完成时间为 6 小时

12 个视频（总计 67 分钟）, 4 个阅读材料, 3 个测验

12 个视频

Introduction to Designing and Implementing a Quantitative Survey1分钟

Delineating the Market Segment6分钟

Selecting the Survey Methods7分钟

Maximizing Response Rates5分钟

Maximizing Response Rates: Administering a Survey4分钟

Maximizing Response Rates: Level of Trust4分钟

Selecting Appropriate Sample Sources7分钟

Determining Appropriate Sample Size5分钟

Designing a Questionnaire5分钟

Designing Appropriate Response Options5分钟

Performing Quality Control8分钟

Pre-Testing Your Survey4分钟

4 个阅读材料

Quirk's: What Everyone Needs to Know About Sampling10分钟

Sample Size Calculator5分钟

7 Tips for Good Survey Questions5分钟

Qualtrics Resources30分钟

1 个练习

Module 2 Quiz30分钟

周

周 3

完成时间为 4 小时

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.

完成时间为 4 小时

12 个视频（总计 59 分钟）, 3 个阅读材料, 6 个测验

12 个视频

Analyzing a Survey Introduction1分钟

Reviewing Your Data and Looking for Errors4分钟

The Importance of Scales5分钟

Descriptive Analysis: Nominal Data6分钟

Descriptive Analysis: Ordinal and Interval Data5分钟

Inferential Analysis: Confidence Interval6分钟

Testing Hypotheses, Part 1: Overview3分钟

Testing Hypotheses, Part 2: An Example Application6分钟

Association Analysis: Comparing Groups of People4分钟

Association Analysis: Chi-Square Test6分钟

Association Analysis: Correlation Analysis2分钟

Causal Analysis6分钟

3 个阅读材料

Making Sense of Survey Data30分钟

Sampling and Samples45分钟

Datasets for Module 3 Lectures10分钟

6 个练习

Sampling Activity10分钟

Scales Practice Activity10分钟

Descriptive Analysis Activity20分钟

Statistical Analysis Practice Activity20分钟

Causal Analysis Practice Activity10分钟

Module 3 Quiz30分钟

周

周 4

完成时间为 4 小时

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.

完成时间为 4 小时

10 个视频（总计 38 分钟）, 3 个阅读材料, 4 个测验

10 个视频

Assess Approaches and Interpret Study Results Introduction36

Regression and Errors6分钟

Multiple Variables3分钟

Using Multiple Variables3分钟

Multiple Regressions: Understanding What Drives Pricing3分钟

Binary Regression4分钟

Segmentation and Cluster Analysis4分钟

Factor Analysis4分钟

Conjoint Analysis4分钟

Course Summary1分钟

3 个阅读材料

Using Multiple Variables Dataset10分钟

Regression Analysis30分钟

Quantitative Data Analysis Techniques for Data-Driven Marketing45分钟

3 个练习

Anscombe's Quartet15分钟

Multiple Regressions Practice Activity10分钟

Module 4 Quiz30分钟

审阅

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来自量化研究的热门评论

由 RD 提供Jul 16, 2019

Qualitative portion is very helpful. The quantitative part is hit or miss, a lot of it is very hypothetical and not useful when actually implementing the approach in Excel.

由 JD 提供Nov 4, 2020

This course helped me understand the relavant knowledge to undertake Quantitative Research. Thanks a lot to the Instructors.\n\nJohn Paco

由 DD 提供Jul 6, 2020

Its a platform to enhance your skills and learn the things efficiently with a practical approach Thanks to Coursera Team

由 RR 提供Oct 16, 2018

A good insight from this course. Hope this will help us to boost our career. Thanks for the lessons.

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关于市场调查专项课程

"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.

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