This course is part of the Market Research Specialization

Athanasia Lampraki +1 more instructor

Offered By

Market Research SpecializationQueen Mary University of London

About this Course

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This course concentrates on the foundations of market research. You will be introduced to the essentials and nature of market research, the research process and the importance of a research proposal. Focus will be devoted to problem formulation, problem solving, research questions and research objectives. The course will be completed with a discussion of ethics on market research.  
Learners who successfully complete this course will be able to:

- Discuss the fundamentals of market research
- Reflect on the research process
- Formulate research questions and research objectives
- Develop a research proposal   
- Ethics in market research

This course is for market research analysts, social media strategists, marketing managers, product managers and market researchers.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 4 in the

Market Research Specialization

Beginner Level

For market research analysts, social media strategists, marketing managers, product managers and market researchers.

Approx. 24 hours to complete

English

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What you will learn

Discuss the essentials of market research
Focus on the research proces
Formulate research questions and research objectives
Develop a research proposal

Skills you will gain

Familiarise with the essentials of market research
Identify and formulate the research needs
Understand the research process
Reflect on the development of the research proposal

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 1 of 4 in the

Market Research Specialization

Beginner Level

For market research analysts, social media strategists, marketing managers, product managers and market researchers.

Approx. 24 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructors

Athanasia Lampraki

5,824 Learners

8 Courses

Evangelia Katsikea

5,824 Learners

8 Courses

Offered by

Queen Mary University of London

Queen Mary University of London is a leading research-intensive university with a difference – one that opens the doors of opportunity to anyone with the potential to succeed. Ranked 117 in the world, the University has over 28000 students and 4400 members of staff. We are a truly global university: over 160 nationalities are represented on our 5 campuses in London, and we also have a presence in Malta, Paris, Athens, Singapore and China. The reach of our education is extended still further through our online provision.

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Syllabus - What you will learn from this course

Week

Week 1

6 hours to complete

Week 1

This week focuses on the fundamentals of research and the motivations of studying market research. We define market research and we discuss the differences between market research and marketing research. Attention is devoted to marketing intelligence vs market research. The various stages of the market research process are discussed and the importance of market research problem identification and formulation is discussed. The week finishes with a discussion regarding the components of the market research proposal.

6 hours to complete

5 videos (Total 15 min), 5 readings, 5 quizzes

5 videos

Specialisation Overview2m

Faculty Welcome to Introduction to Market Research3m

Market Research vs Marketing Research3m

Stages in Market Research Process3m

The Research Proposal1m

5 readings

Why Study Market Research?15m

Marketing Intelligence15m

Problem Definition: Problem Identification vs Problem Solving Research15m

Importance of Problem Identification and Formulation 15m

Elements of the Research Approach15m

5 practice exercises

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Refresh Your Knowledge 30m

Week

Week 2

7 hours to complete

Week 2

7 hours to complete

4 videos (Total 14 min), 6 readings, 7 quizzes

4 videos

Research Hypotheses and Propositions3m

Define Research Ethics3m

Research Approaches3m

Ethics and Community3m

6 readings

Research Philosophies: Positivism and Interpretivism 15m

Theory: Concepts and Variables15m

Ethical Treatment of Key Informants15m

Quantitative Research15m

Qualitative and Quantitative Research: An Initial Approach15m

Ethics: Sponsor and Team Members15m

6 practice exercises

Test Your Knowledge30m

Concepts and Variables30m

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Week

Week 3

6 hours to complete

Week 3

6 hours to complete

4 videos (Total 11 min), 7 readings, 6 quizzes

4 videos

Defining Research Design3m

Descriptive Research2m

Errors in Research Design2m

Fieldwork2m

7 readings

Research Design: Exploratory Research15m

Using Exploratory Research to Approach the Research Problem10m

Research Design: Conclusive or Exploratory?20m

Descriptive vs Causal vs Exploratory Research 15m

Researcher Errors15m

Interviewer & Key Informant Errors15m

Types of Data: Primary Data, Secondary Data & Marketing Intelligence15m

6 practice exercises

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Refresh Your Knowledge30m

Week

Week 4

6 hours to complete

Week 4

6 hours to complete

4 videos (Total 12 min), 6 readings, 6 quizzes

4 videos

Plan the Research Project2m

Preparing a Codebook3m

Selection of Scales and Measures2m

The Written Report3m

6 readings

Data Preparation15m

Offering Marketing Intelligence Through Market Research 15m

Data Analysis: Coding10m

Data Analysis and Interpretation10m

Data Preparation and Analysis: Tabulation15m

Report Preparation and Presentation10m

6 practice exercises

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Refresh Your Knowledge30m

About the Market Research Specialization

The Market Research Specialisation focuses on the essentials of research and the research process. This Specialisation will teach you how to use qualitative and quantitative research methods, how to develop and manage a questionnaire development strategy, how to develop measurements, how to collect data and how to analyze and present them.

Once you have completed this Specialisation, you will have a good understanding of market research including: Essentials of market research Components of research proposal Research process Development of research instruments Sampling approaches Data analysis and interpretation Research report This Specialisation is aimed at market research analysts, social media strategists, marketing managers, product managers and market researchers who wish to enhance their knowledge with the essentials of market research, the research process and the research proposal. The Specialisation will assist learners in familiarising with the fundamentals of market research, methodological approaches, data collection and analysis and a good understanding of the stages of the research process.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Introduction to Market Research

About this Course

What you will learn

Skills you will gain