About this course: 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.
Who is this class for: The course is primarily focused on early-in-their-career marketing professionals looking to add marketing research skills to their skills profile. The course will also be of utility for learners who may do marketing research tasks as part of their jobs such as product managers, sales leaders and business developers, and entrepreneurs, or for people looking to explore marketing research as a career change option.
Created by: University of California, Davis
Taught by: Susan Berman, President
ImpactResearch
Taught by: Olivier Rubel, PhD, Associate Professor
Graduate School of Management
| Basic Info | Course 3 of 4 in the Market Research Specialization |
| Level | Intermediate |
| Commitment | 4 weeks of study, 4-7 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
Syllabus
WEEK 1
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.
13 videos, 3 readings
- Video: Course Introduction
- Video: Introduction to Preparing to Design a Quantitative Survey for Market Research
- Video: Identifying Business Objectives
- Video: Assessing Suitability of Quantitative Research
- Video: Building On Qualitative Findings to Inform a Quantitative Survey
- Video: Introduction to Various Types of Quantitative Surveys
- Video: Online Surveys
- Video: Telephone Surveys
- Reading: Back to Basics: Six Essential Skills for Telephone Interviewing
- Video: In-Person Surveys
- Video: Direct Mail Surveys
- Discussion Prompt: Your Thoughts on Surveys
- Video: Steps to Design and Implement a Survey - Part 1
- Video: Steps to Design and Implement a Survey - Part 2
- Reading: Qualtrics: 10 Tips for Building Effective Surveys
- Video: Recognizing and Avoiding Common Pitfalls
- Reading: 6 Common Survey Writing Mistakes in Market Research
Graded: Module 1 Quiz
WEEK 2
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.
12 videos, 4 readings
- Video: Introduction to Designing and Implementing a Quantitative Survey
- Video: Delineating the Market Segment
- Video: Selecting the Survey Methods
- Video: Maximizing Response Rates
- Video: Maximizing Response Rates: Administering a Survey
- Video: Maximizing Response Rates: Level of Trust
- Video: Selecting Appropriate Sample Sources
- Reading: Quirk's: What Everyone Needs to Know About Sampling
- Video: Determining Appropriate Sample Size
- Reading: Sample Size Calculator
- Video: Designing a Questionnaire
- Video: Designing Appropriate Response Options
- Discussion Prompt: Questionnaire Brainstorming
- Video: Performing Quality Control
- Video: Pre-Testing Your Survey
- Reading: 7 Tips for Good Survey Questions
- Reading: Qualtrics Resources
Graded: Module 2 Quiz
Graded: Design a Quantiative Survey
Graded: Honor's Assignment: Create and Implement an Online Survey Using Qualtrics (or Similar)
WEEK 3
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.
12 videos, 2 readings, 5 practice quizzes
- Video: Analyzing a Survey Introduction
- Video: Reviewing Your Data and Looking for Errors
- Practice Quiz: Sampling Activity
- Video: The Importance of Scales
- Practice Quiz: Scales Practice Activity
- Video: Descriptive Analysis: Nominal Data
- Video: Descriptive Analysis: Ordinal and Interval Data
- Practice Quiz: Descriptive Analysis Activity
- Discussion Prompt: Nominal, Ordinal, and Interval Data
- Video: Inferential Analysis: Confidence Interval
- Video: Testing Hypotheses, Part 1: Overview
- Video: Testing Hypotheses, Part 2: An Example Application
- Video: Association Analysis: Comparing Groups of People
- Video: Association Analysis: Chi-Square Test
- Practice Quiz: Statistical Analysis Practice Activity
- Video: Association Analysis: Correlation Analysis
- Video: Causal Analysis
- Practice Quiz: Causal Analysis Practice Activity
- Reading: Making Sense of Survey Data
- Reading: Sampling and Samples
Graded: Module 3 Quiz
WEEK 4
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.
10 videos, 2 readings, 2 practice quizzes
- Video: Assess Approaches and Interpret Study Results Introduction
- Video: Regression and Errors
- Practice Quiz: Anscombe's Quartet
- Video: Multiple Variables
- Video: Using Multiple Variables
- Video: Multiple Regressions: Understanding What Drives Pricing
- Practice Quiz: Multiple Regressions Practice Activity
- Video: Binary Regression
- Video: Segmentation and Cluster Analysis
- Video: Factor Analysis
- Video: Conjoint Analysis
- Reading: Regression Analysis
- Reading: Quantitative Data Analysis Techniques for Data-Driven Marketing
- Video: Course Summary
Graded: Module 4 Quiz
Graded: Quantitative Analysis of Survey Results
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UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact.
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