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University of California, Davis

Market Research

University of California, Davis via Coursera Specialization


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"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.


Course 1: Research Proposal: Initiating Research
- Offered by University of California, Davis. Market Research is a growing and important field that is used in many industries around the ... Enroll for free.

Course 2: Qualitative Research
- Offered by University of California, Davis. In this course, the second in the Market Research Specialization, you will go in-depth with ... Enroll for free.

Course 3: Quantitative Research
- Offered by University of California, Davis. In this course, you will obtain some insights about marketing to help determine whether there is ... Enroll for free.

Course 4: Research Report: Delivering Insights
- Offered by University of California, Davis. You have completed all the hard work of conducting your internal, secondary, and primary ... Enroll for free.


Taught by

Ashwin Aravindakshan, PhD, Jim Fong, Olivier Rubel, PhD, Robin Boyar and Susan Berman


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