This course focuses on the analysis and interpretation of data. The focus will be placed on data preparation and description and quantitative and qualitative data analysis. The course commences with a discussion of data preparation, scale internal consistency, appropriate data analysis and the Pearson correlation. We will look at statistics that can be used to investigate relationships and discuss statistics for investigating relationships with a focus on multiple regression. The course continues with a focus on logistic regression, exploratory factor analysis and the outcome of factor analysis. We are going to explore how to conduct an experiment and an observational study, as well as content analysis and the use of digital analytics in market research. The course ends with a consideration of digital analytics, with an emphasis on digital brand analysis, audience analysis, digital ecosystem analysis, Return on Investment (ROI), and the role of digital analytics in market research.
Analysis and Interpretation of Data
This course is part of Market Research Specialization
Instructors: Athanasia Lampraki
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What you'll learn
Familiarise with data analysis and interpretation
Use qualitative and quantitative data analysis approaches
Skills you'll gain
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There are 4 modules in this course
This week commences with a discussion of data preparation and scale internal consistency. We will then look at appropriate data analysis and the Pearson correlation. The week ends with a focus on statistics that can be used to investigate relationships.
What's included
4 videos5 readings6 assignments5 discussion prompts
The week commences with a discussion of statistics for investigating relationships with a focus on multiple regression. The week continues with a focus on logistic regression and exploratory factor analysis. The week ends with a discussion of the outcome of factor analysis.
What's included
4 videos5 readings7 assignments4 discussion prompts
The week commences with a discussion of how to conduct an experiment and an observational study. The week ends with an exploration of content analysis and the use of digital analytics in market research.
What's included
4 videos5 readings7 assignments4 discussion prompts
This week explores digital analytics, with an emphasis on digital brand analysis, audience analysis, digital ecosystem analysis, Return on Investment (ROI), and the role of digital analytics in market research.
What's included
4 videos4 readings8 assignments1 peer review3 discussion prompts
Offered by
Recommended if you're interested in Marketing
Wesleyan University
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
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