Quantitative Research
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.
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- Level Professional
- Duration 17 hours
- Course by University of California, Davis
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Offered by
About
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.Modules
Getting Started
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1
Videos
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1
Readings
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1
Discussion
1
Discussions
- Learning Goals
1
Videos
- Course Introduction
1
Readings
- A Note From UC Davis
Preparing to Design a Quantitative Survey for Market Research
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12
Videos
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3
Readings
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1
Discussion
1
Discussions
- Your Thoughts on Surveys
12
Videos
- Introduction to Preparing to Design a Quantitative Survey for Market Research
- Identifying Business Objectives
- Assessing Suitability of Quantitative Research
- Building On Qualitative Findings to Inform a Quantitative Survey
- Introduction to Various Types of Quantitative Surveys
- Online Surveys
- Telephone Surveys
- In-Person Surveys
- Direct Mail Surveys
- Steps to Design and Implement a Survey - Part 1
- Steps to Design and Implement a Survey - Part 2
- Recognizing and Avoiding Common Pitfalls
3
Readings
- Back to Basics: Six Essential Skills for Telephone Interviewing
- Qualtrics: 10 Tips for Building Effective Surveys
- 6 Common Survey Writing Mistakes in Market Research
Review
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1
Assignment
1
Assignment
- Module 1 Quiz
Designing and Implementing a Quantitative Survey
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12
Videos
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3
Readings
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1
Discussion
1
Discussions
- Questionnaire Brainstorming
12
Videos
- Introduction to Designing and Implementing a Quantitative Survey
- Delineating the Market Segment
- Selecting the Survey Methods
- Maximizing Response Rates
- Maximizing Response Rates: Administering a Survey
- Maximizing Response Rates: Level of Trust
- Selecting Appropriate Sample Sources
- Determining Appropriate Sample Size
- Designing a Questionnaire
- Designing Appropriate Response Options
- Performing Quality Control
- Pre-Testing Your Survey
3
Readings
- Quirk's: What Everyone Needs to Know About Sampling
- Sample Size Calculator
- 7 Tips for Good Survey Questions
Review
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1
PeerReview
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1
Assignment
1
Assignment
- Module 2 Quiz
1
Peer Review
- Design a Quantitative Survey
Create an Online Survey
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1
Readings
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1
PeerReview
1
Peer Review
- Honor's Assignment: Create and Implement an Online Survey Using Qualtrics (or Similar)
1
Readings
- Qualtrics Resources
Analyzing a Survey
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12
Videos
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3
Readings
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1
Discussion
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5
Assignment
5
Assignment
- Sampling Activity
- Scales Practice Activity
- Descriptive Analysis Activity
- Statistical Analysis Practice Activity
- Causal Analysis Practice Activity
1
Discussions
- Nominal, Ordinal, and Interval Data
12
Videos
- Analyzing a Survey Introduction
- Reviewing Your Data and Looking for Errors
- The Importance of Scales
- Descriptive Analysis: Nominal Data
- Descriptive Analysis: Ordinal and Interval Data
- Inferential Analysis: Confidence Interval
- Testing Hypotheses, Part 1: Overview
- Testing Hypotheses, Part 2: An Example Application
- Association Analysis: Comparing Groups of People
- Association Analysis: Chi-Square Test
- Association Analysis: Correlation Analysis
- Causal Analysis
3
Readings
- Making Sense of Survey Data
- Sampling and Samples
- Datasets for Module 3 Lectures
Review
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1
Assignment
1
Assignment
- Module 3 Quiz
Assess Approaches and Interpret Quantitative Study Results
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9
Videos
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3
Readings
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2
Assignment
2
Assignment
- Anscombe's Quartet
- Multiple Regressions Practice Activity
9
Videos
- Assess Approaches and Interpret Study Results Introduction
- Regression and Errors
- Multiple Variables
- Using Multiple Variables
- Multiple Regressions: Understanding What Drives Pricing
- Binary Regression
- Segmentation and Cluster Analysis
- Factor Analysis
- Conjoint Analysis
3
Readings
- Using Multiple Variables Dataset
- Regression Analysis
- Quantitative Data Analysis Techniques for Data-Driven Marketing
Review and Final Project
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1
PeerReview
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1
Assignment
1
Assignment
- Module 4 Quiz
1
Peer Review
- Quantitative Analysis of Survey Results
Course Summary
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1
Videos
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1
Discussion
1
Discussions
- Self-Reflection
1
Videos
- Course Summary
Auto Summary
Dive into the strategic world of sales and marketing with the "Quantitative Research" course, designed to empower you with critical insights for market assessment and decision-making. Led by Coursera, this professional-level program spans approximately 1020 minutes, offering a comprehensive exploration of quantitative research methods tailored for marketing professionals. Throughout the course, you'll embark on a structured, four-week journey: - **Week 1:** Learn to create effective quantitative surveys, understanding their benefits and limitations, and mastering the art of crafting unambiguous questions. - **Week 2:** Gain hands-on experience in designing, testing, and implementing surveys, utilizing the Qualtrics survey software to reach and engage your target audience. - **Week 3:** Delve into statistical models to analyze marketing data, enabling you to make informed, data-driven decisions about your marketing strategies. - **Week 4:** Develop predictive skills to anticipate the outcomes of your marketing efforts, matching the right analysis techniques to your specific business challenges. Ideal for those with foundational knowledge in qualitative research, this course can be taken independently or as part of the Market Research Specialization. Choose from various subscription options—Starter, Professional, or Paid—to best suit your learning needs and career goals. Elevate your expertise, drive actionable insights, and enhance your marketing prowess with the "Quantitative Research" course, designed for marketing professionals seeking to excel in their field.
Susan Berman
Olivier Rubel, PhD