Course Introduction

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来自 University of California, Davis 的课程

Research Proposal: Initiating Research

131 个评分

University of California, Davis

Research Proposal: Initiating Research

131 个评分

课程 1（共 4 门，Specialization Market Research）

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.

从本节课中

Getting Started and Introduction to Market Research

In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.

Course Introduction3:09

与讲师见面

Jim Fong
Director, UPCEA Center for Research and Marketing Strategy
UC Davis Division of Continuing and Professional Education

[MUSIC]

Hello, and welcome to this course on Initiating Market Research.

I'm Jim Fong, and I want to thank you for joining me for

this first course within the specialization on Market Research for

decision making offered by UC DAVIS EXTENSION.

I'm currently the Director of Research for the University Professional and

Continuing Education Association.

A nonprofit organization serving 400 plus colleges and universities.

I've spent almost 30 years actually designing and

implementing market research, and have worked in a variety of industries.

Now as the times continue to change, I too have adapted.

When I started, the telephone was the primary way to collect data.

We called people to conduct surveys and polls over the phone.

Then came internet research, and now we use a competitive intelligence and

big data to make recommendations.

The tools for collection and delivery will continue to evolve, and

a good researcher will adapt and evolve with them.

In this course, we're going to discuss market research.

What it is, what it isn't.

The tools, techniques, types of collecting, and more.

I have broken this course into four modules.

After the first module, you'll be able to define market research, and

identify some tools used in the industry.

You'll be able to explain the motivations, and

what goes into a market research request.

You'll be able to define the role and qualities of a good market researcher,

and the types of services they provide.

You'll be able to ask the right questions of your perspective client,

and be able to respond to a market research proposal.

Now moving into the second module.

You'll be able to discuss the importance of secondary and internal research,

in terms of the planning process.

You'll be able to identify your starting point, and assess how valuable any

secondary or internal research you've received from a client might be.

You'll be able to allocate your budget appropriately, and

be able to identify the skills you might need to develop further.

For the third module, we will shift gears, and cover primary research.

You'll be able to define what primary research is, and

identify the various ways to conduct primary research.

You'll be able to choose the appropriate method for your proposal.

We'll also look at sampling, surveys, and observational methods.

In the final module, we will tie everything together, and focus in,

on the actual research plan or proposal.

You will be able to compose a response to a request for proposal or research plan.

You'll be able to address the various components of the proposal, and

package it in a professional manner.

You'll be able to apply tips to how to communicate with a client after

submission, and

be able to take action once you have been awarded the proposal bid.

Market research is a growing and

important field that is used throughout the business and government worlds.

Given all the data that is collected, whether by organizations, industry, or

social media, 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.

But we have to start somewhere, and we obviously have a lot to cover.

So without further ado, let's get started.

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