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.
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.
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.
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.
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.
Susan Berman and Olivier Rubel, PhD