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
3,447 already enrolled
Included with
Recommended experience
What you'll learn
Familiarise with data analysis and interpretation
Use qualitative and quantitative data analysis approaches
Skills you'll gain
Details to know
Add to your LinkedIn profile
28 assignments
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
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
University of Illinois Urbana-Champaign
Wesleyan University
University of Illinois Urbana-Champaign
Coursera Instructor Network
Why people choose Coursera for their career
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
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.
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.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.