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Analysis and Interpretation of Data
  • Level Foundation
  • Duration 22 hours
  • Course by Queen Mary University of London
  • Offered by

About

This course focuses on the analysis and interpretation of data. The focus will be placed on data preparation and description and quantitative and qualitative data analysis. The course commences with a discussion of data preparation, scale internal consistency, appropriate data analysis and the Pearson correlation. We will look at statistics that can be used to investigate relationships and discuss statistics for investigating relationships with a focus on multiple regression. The course continues with a focus on logistic regression, exploratory factor analysis and the outcome of factor analysis. We are going to explore how to conduct an experiment and an observational study, as well as content analysis and the use of digital analytics in market research. The course ends with a consideration of digital analytics, with an emphasis on digital brand analysis, audience analysis, digital ecosystem analysis, Return on Investment (ROI), and the role of digital analytics in market research.

Modules

Data Preparation and Scale Internal Consistency

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Knowledge

1 Discussions

  • Obtaining Descriptives

1 Videos

  • Manipulating the Collected Data: Reversing Negatively Worded Items

2 Readings

  • Manipulating the Collected Data: Adding Up the Total Score for the Scale
  • Assessing the Reliability of a Scale

Selecting the Appropriate Data Analysis Approach and Pearson Correlation

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Refresh Your Knowledge

1 Discussions

  • Pearson Correlation

1 Videos

  • Selecting the Appropriate Data Analysis Approach

1 Readings

  • Pearson Correlation

Statistics to Investigate Relationships

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Knowledge

1 Discussions

  • The Decision Making Approach

1 Videos

  • Spearman Correlation

2 Readings

  • Investigating Relationships
  • Selecting the Right Statistic

Regression Analysis

    • 1 Videos
    • 2 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Refresh Your Knowledge
  • Test Your Knowledge

2 Discussions

  • Bivariate Regression
  • Enhance Retention and Knowledge Transfer

1 Videos

  • Regression Analysis

Multiple Regression

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Knowledge

1 Discussions

  • Multiple Regression

1 Videos

  • Multiple Regression

2 Readings

  • Assumptions in Multiple Regression
  • Run a Multiple Regression Analysis

Logistic Regression

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Refresh Your Knowledge

1 Discussions

  • Using Logistic Regression

1 Videos

  • Logistic Regression

1 Readings

  • Interpreting the Results of Logistic Regression

Exploratory Factor Analysis

    • 1 Videos
    • 2 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Test Your Knowledge

1 Videos

  • Exploratory Factor Analysis

2 Readings

  • Stages in the Factor Analysis
  • Run a Factor Analysis

Interpret the Outcome of Factor Analysis

    • 1 Videos
    • 2 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Refresh Your Knowledge

2 Discussions

  • Enhance Retention and Knowledge Transfer
  • Factor Analysis

1 Videos

  • Interpret the Outcome of Factor Analysis

Conducting an Experiment and an Observational Study

    • 1 Videos
    • 2 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Test Your Knowledge

1 Videos

  • Conducting an Experiment

2 Readings

  • Conducting an Observational Study
  • The Relationship Between Observer and Participant

Conducting an Observational Study

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Refresh Your Knowledge

1 Discussions

  • Observation

1 Videos

  • Participant Observation

1 Readings

  • Structured Observation

Implementing Content Analysis and Digital Analytics

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Knowledge

1 Discussions

  • Digital Metrics

1 Videos

  • Content Analysis

2 Readings

  • Twitter
  • YouTube and Pinterest

Digital Analytics: Owned Media

    • 1 Videos
    • 2 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Refresh Your Knowledge

2 Discussions

  • Instagram
  • Enhance Retention and Knowledge Transfer

1 Videos

  • Instagram and Snapchat

Digital Analytics: Owned Media, Web Analytics and Search Analytics

    • 1 Videos
    • 2 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Test Your Knowledge

1 Videos

  • LinkedIn and Earned Media Metrics

2 Readings

  • Web Analytics and Types of Digital Advertising
  • Metrics in Search Analytics

Digital Brand Analysis and Audience Analysis

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Refresh Your Knowledge
  • Test Your Knowledge

1 Discussions

  • Tools for Audience Analysis

1 Videos

  • Digital Brand Analysis

1 Readings

  • Audience Analysis

Digital Ecosystem Analysis and Return on Investment (ROI)

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Test Your Knowledge
  • Test Your Knowledge

1 Discussions

  • Conducting and Ecosystem Analysis

1 Videos

  • Ecosystem Analysis

1 Readings

  • Return on Investment in the Digital Environment

Using Digital Analytics

    • 1 Videos
    • 1 Discussion
    • 1 PeerReview
    • 2 Assignment
Show info about module content

2 Assignment

  • Refresh Your Knowledge
  • Test Your Knowledge

1 Peer Review

  • Synthesise Your Knowledge

1 Discussions

  • Enhance Retention and Knowledge Transfer

1 Videos

  • The Role of Digital Analytics

Auto Summary

Unlock the power of data with Coursera's "Analysis and Interpretation of Data" course, perfect for professionals in Sales & Marketing. Led by expert instructors, this foundational course spans 1320 minutes and covers essential techniques in data preparation, quantitative and qualitative analysis, multiple and logistic regression, and digital analytics. With Starter and Professional subscription options, it's tailored for those eager to enhance their data-driven decision-making skills. Join now to master the art of data interpretation and elevate your market research capabilities.

Athanasia Lampraki
Instructors

Athanasia Lampraki

Evangelia Katsikea
Instructors

Evangelia Katsikea