This course is part of the Market Research Specialization

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807 ratings

Jim Fong

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Market Research SpecializationUniversity of California, Davis

About this Course

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Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field.
In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Course 1 of 4 in the

Market Research Specialization

Intermediate Level

At least 2 years of business experience.

Approx. 11 hours to complete

English

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What you will learn

Determine possible market research constraints and be able to determine the appropriate questions to ask in the research planning process
Assess the credibility and value of secondary research
Apply basic sampling theory to a given situation
Compose a professionally packaged research plan or proposal

Skills you will gain

Market Research
Research Methods
Product Research
Marketing Intelligence

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

Intermediate Level

At least 2 years of business experience.

Approx. 11 hours to complete

English

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

Try Coursera for Business

Instructor

Instructor rating

4.55/5 (185 Ratings)

Jim Fong

Director, UPCEA Center for Research and Marketing Strategy

UC Davis Division of Continuing and Professional Education

52,149 Learners

1 Course

Offered by

University of California, Davis

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Syllabus - What you will learn from this course

Content Rating96%(3,864 ratings)

Week

Week 1

2 hours to complete

Getting Started and Introduction to Market Research

In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.

2 hours to complete

9 videos (Total 31 min), 5 readings, 1 quiz

9 videos

Course Introduction3m

Survey to Build Our Database1m

Introduction to Market Research53s

Defining Market Research3m

Motivation for Market Research5m

Requests for Market Research3m

The Services, Roles, and Qualities of a Market Researcher3m

Complexities, Constraints, and Questions to Ask4m

Planning a Response to a Market Research Inquiry5m

5 readings

A Note from UC Davis10m

Take the Specialization Smartphone Survey15m

Market Research Is the Answer to 'Uberization' and the Customer Challenges of the 21st Century10m

20 Market Research Questions to Ask Your Customers10m

13 Questions Every Marketing Consultant Should Ask Prospects15m

1 practice exercise

Module 1 Quiz30m

Week

Week 2

2 hours to complete

Secondary and Internal Research

In this module, you will be able to recognize the importance of secondary and internal research in the planning process. You will be able to assess the value and credibility of the secondary and internal data you have at your disposal. You will also be able to identify a starting point should a new client approach you. You will recognize the pros and cons of each method of research. And you will be able to budget appropriately and decide what type of market researcher you need or want to be for a given project.

2 hours to complete

8 videos (Total 41 min), 3 readings, 1 quiz

8 videos

Introduction to Secondary and Internal Research1m

The Importance of Secondary and Internal Research6m

Secondary and Internal Research in the Planning Process6m

Starting Cold with Secondary and Internal Research6m

Pros and Cons of Secondary and Internal Research5m

Three Levels of a Professional Market Researcher6m

Budget Considerations While Initiating Market Research5m

Developing Your Research Skills Further2m

3 readings

Quirk's: Time-Saving Tips for Conducting Secondary Research10m

Quirk's: Save Money - Conduct Secondary Research10m

Quirk's: Meta-Analysis Offers Research on Research for MR15m

1 practice exercise

Module 2 Quiz30m

Week

Week 3

2 hours to complete

Primary Research Introduction

2 hours to complete

7 videos (Total 33 min), 2 readings, 1 quiz

7 videos

Introduction to Primary Research1m

Defining Primary Research4m

Sampling and a Sampling Frame4m

Deciding on the Kind of Sampling and How Many to Sample6m

Observational Research4m

Surveys6m

Methods and Tools in Qualitative Research5m

2 readings

Quirk's: What Everyone Needs to Know About Sampling10m

Quirk's: Forget Exact Science: Drawing Conclusions from Observational Research15m

1 practice exercise

Module 3 Quiz30m

Week

Week 4

5 hours to complete

Research Plan or Proposal

In this module, you will be able to write a research proposal for a client. You will be able to recognize and take action when a proposal has been requested. You will be able to collect and compose the necessary proposal requirements and be able to professionally package your proposal. You will be able to apply strategies on how to follow-up with a client about your proposal and be able to take action when you are awarded the bid.

5 hours to complete

8 videos (Total 33 min), 1 reading, 2 quizzes

8 videos

Introduction to Market Research Plan or Proposal1m

How a Research Plan or Proposal Might be Presented4m

Components of a Research Plan or Proposal (Part 1)6m

Components of a Research Plan or Proposal (Part 2)6m

Packaging the Research Plan or Proposal3m

How to Follow Up with Your Client4m

You Won the Project, Now What?5m

Course Summary1m

1 reading

Six Keys to Writing a Great Proposal15m

1 practice exercise

Module 4 Quiz30m

Reviews

4.6

179 reviews

5 stars
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4 stars
26.76%
3 stars
3.34%
2 stars
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1 star
1.61%

TOP REVIEWS FROM RESEARCH PROPOSAL: INITIATING RESEARCH

by VGApr 15, 2019

This course is a great introduction to the market research. For me its important to have more examples of RFPs as templates

by MRFeb 14, 2021

This is a very hard course. But overall I've learnt a lot from it. You have to do a lot of research for this course. And their isn't a lot of people thats reviewing the assignments,

by CSSep 13, 2022

Your Peer Review is the WORST IDEA IN THE WORD!

ARE YOU TRYING TO TURN THIS INTO A SOCIAL MEDIA WEBSITE?

YOU WANT US TO MAKE FRIENDS?

WE HAVE TO BEG FOR PEOPLE TO REVIEW US? SERIOUSLY?!

by NKJun 14, 2021

very clear and easy why of understanding the start of a process. I enjoyed listening and the course was very well organised

View all reviews

About the Market Research Specialization

"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.

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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Research Proposal: Initiating Research

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