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 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.

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 4 of 4 in the

Market Research Specialization

Beginner Level

For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.

Approx. 22 hours to complete

English

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What you will learn

Familiarise with data analysis and interpretation
Use qualitative and quantitative data analysis approaches

Skills you will gain

Using qualitative and quantitative data analysis approaches
Analyse and interpret data

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 4 of 4 in the

Market Research Specialization

Beginner Level

For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.

Approx. 22 hours to complete

English

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

Try Coursera for Business

Instructors

Athanasia Lampraki

5,695 Learners

8 Courses

Evangelia Katsikea

5,695 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

5 hours to complete

Week 1

5 hours to complete

4 videos (Total 15 min), 5 readings, 6 quizzes

4 videos

Manipulating the Collected Data: Reversing Negatively Worded Items4m

Selecting the Appropriate Data Analysis Approach3m

Spearman Correlation2m

Regression Analysis3m

5 readings

Manipulating the Collected Data: Adding Up the Total Score for the Scale 10m

Assessing the Reliability of a Scale 10m

Pearson Correlation10m

Investigating Relationships10m

Selecting the Right Statistic10m

6 practice exercises

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Week

Week 2

5 hours to complete

Week 2

5 hours to complete

4 videos (Total 17 min), 5 readings, 7 quizzes

4 videos

Multiple Regression4m

Logistic Regression4m

Exploratory Factor Analysis3m

Interpret the Outcome of Factor Analysis3m

5 readings

Assumptions in Multiple Regression10m

Run a Multiple Regression Analysis10m

Interpreting the Results of Logistic Regression10m

Stages in the Factor Analysis10m

Run a Factor Analysis10m

7 practice exercises

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Refresh Your Knowledge30m

Week

Week 3

5 hours to complete

Week 3

5 hours to complete

4 videos (Total 17 min), 5 readings, 7 quizzes

4 videos

Conducting an Experiment3m

Participant Observation3m

Content Analysis6m

Instagram and Snapchat3m

5 readings

Conducting an Observational Study10m

The Relationship Between Observer and Participant10m

Structured Observation10m

Twitter10m

YouTube and Pinterest 10m

7 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 16 min), 4 readings, 9 quizzes

4 videos

LinkedIn and Earned Media Metrics5m

Digital Brand Analysis3m

Ecosystem Analysis4m

The Role of Digital Analytics2m

4 readings

Web Analytics and Types of Digital Advertising10m

Metrics in Search Analytics10m

Audience Analysis10m

Return on Investment in the Digital Environment10m

8 practice exercises

Test Your Knowledge30m

Refresh Your Knowledge30m

Test Your Knowledge30m

Refresh Your Knowledge30m

Test 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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Analysis and Interpretation of Data

About this Course

What you will learn

Skills you will gain