What will I actually learn in this quantitative research course?

You'll learn how to turn a marketing question into a quantitative study and use the results to guide decisions. It starts with deciding when quantitative research fits, then moves into questionnaire design, sampling, survey launch, and data analysis, including descriptive statistics and regression. Along the way, you'll design a survey and analyze a smartphone survey dataset in peer-reviewed work.

Do I need to take Qualitative Research before this course?

Not necessarily, but some equivalent background is expected. The course recommends experience on par with the earlier Qualitative Research course, because it builds on qualitative findings and moves quickly into survey design and analysis. Some comfort with statistics will also help, since the later modules include a fair amount of math.

Is this course beginner-friendly for quantitative research?

Not really for complete beginners. It works best if you already know the basics of market research and want to move into quantitative surveys, sampling, and data analysis. If you're brand new to research design or statistics, the intermediate pace may feel fast.

How long does it take to complete this course?

Plan on about 18 hours in total, or roughly two weeks if you study around 10 hours a week. The pacing works well if you like short lessons followed by readings, quizzes, and applied assignments. The course includes lessons, readings, quizzes, and peer-reviewed work where you design a survey and analyze results.

Are there hands-on exercises or projects in this course?

Yes, there's hands-on work, but it's mostly guided rather than open-ended. You'll design a quantitative survey with an introduction and at least 10 questions, create an online survey in Qualtrics or a similar tool, and complete a peer-reviewed analysis of smartphone survey data. That practice helps you apply each part of the research process as you learn it.

What skills and methods are covered in this course?

The course focuses on survey-based quantitative research for marketing, from defining business objectives to choosing a survey method and identifying the right sample. You'll learn how to write clearer questions and response options, improve response rates, and analyze findings with descriptive statistics and hypothesis testing. Overall, it helps you connect research design with the kind of evidence needed to make better marketing decisions.

What can I actually do after finishing this course?

After finishing, you should be able to plan and run a basic quantitative research project from questionnaire design through launch and analysis. You'll be able to define a target audience, spot common survey or data issues, and choose an analysis approach that fits the business question. For example, you could survey a customer segment, compare the results across groups, and use the findings to support a marketing decision.

Is this course more theoretical or hands-on?

It's more concept-first, with guided practice built in. You'll spend a lot of time learning why certain survey and analysis choices work, then reinforce that through quizzes, assignments, and peer-reviewed exercises. That makes it a better match for learners who want explanation and application together, rather than a project-heavy format.

Why would I choose this course over other quantitative research courses?

This course is a good choice if you want quantitative research taught as one connected marketing workflow, not as separate lessons on surveys or statistics. It links business objectives, qualitative insights, survey design, sampling, response rates, and analysis, then asks you to create a survey and interpret results. If you want a course that ties research decisions directly to practical marketing questions, it's likely a better fit than a more narrowly focused alternative.

Quantitative Research

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Quantitative Research

This course is part of Market Research Specialization

Instructors: Susan Berman

38,706 already enrolled

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4 modules

Gain insight into a topic and learn the fundamentals.

346 reviews

Intermediate level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

87%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

346 reviews

Intermediate level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

87%

Most learners liked this course

What you'll learn

Predict common pitfalls in designing and implementing quantitative research and a plan to avoid them
Design an effective questionnaire by applying best practices for writing questions and response options
Launch your survey to the target audience using a quantitative survey platform and get back results
Analyze a given set of data, perform basic calculations, and describe it with descriptive statistics

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This course is part of the Market Research Specialization

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There are 4 modules in 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.

Module details

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.

What's included

13 videos5 readings1 assignment2 discussion prompts

13 videosTotal 60 minutes

Course Introduction4 minutes
Introduction to Preparing to Design a Quantitative Survey for Market Research2 minutes
Identifying Business Objectives5 minutes
Assessing Suitability of Quantitative Research6 minutes
Building On Qualitative Findings to Inform a Quantitative Survey5 minutes
Introduction to Various Types of Quantitative Surveys2 minutes
Online Surveys5 minutes
Telephone Surveys5 minutes
In-Person Surveys4 minutes
Direct Mail Surveys4 minutes
Steps to Design and Implement a Survey - Part 18 minutes
Steps to Design and Implement a Survey - Part 25 minutes
Recognizing and Avoiding Common Pitfalls7 minutes

5 readingsTotal 52 minutes

A Note From UC Davis10 minutes
Online Safety Statement2 minutes
Back to Basics: Six Essential Skills for Telephone Interviewing15 minutes
Qualtrics: 10 Tips for Building Effective Surveys15 minutes
6 Common Survey Writing Mistakes in Market Research10 minutes

1 assignmentTotal 30 minutes

Module 1 Quiz30 minutes

2 discussion promptsTotal 30 minutes

Learning Goals10 minutes
Your Thoughts on Surveys20 minutes

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.

What's included

12 videos4 readings1 assignment2 peer reviews1 discussion prompt

12 videosTotal 67 minutes

Introduction to Designing and Implementing a Quantitative Survey1 minute
Delineating the Market Segment7 minutes
Selecting the Survey Methods8 minutes
Maximizing Response Rates5 minutes
Maximizing Response Rates: Administering a Survey5 minutes
Maximizing Response Rates: Level of Trust5 minutes
Selecting Appropriate Sample Sources8 minutes
Determining Appropriate Sample Size5 minutes
Designing a Questionnaire6 minutes
Designing Appropriate Response Options6 minutes
Performing Quality Control8 minutes
Pre-Testing Your Survey4 minutes

4 readingsTotal 50 minutes

Quirk's: What Everyone Needs to Know About Sampling10 minutes
Sample Size Calculator5 minutes
7 Tips for Good Survey Questions5 minutes
Qualtrics Resources30 minutes

1 assignmentTotal 30 minutes

Module 2 Quiz30 minutes

2 peer reviewsTotal 210 minutes

Design a Quantitative Survey120 minutes
Honor's Assignment: Create and Implement an Online Survey Using Qualtrics (or Similar)90 minutes

1 discussion promptTotal 10 minutes

Questionnaire Brainstorming10 minutes

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.

What's included

12 videos3 readings6 assignments1 discussion prompt

12 videosTotal 59 minutes

Analyzing a Survey Introduction1 minute
Reviewing Your Data and Looking for Errors5 minutes
The Importance of Scales6 minutes
Descriptive Analysis: Nominal Data6 minutes
Descriptive Analysis: Ordinal and Interval Data5 minutes
Inferential Analysis: Confidence Interval6 minutes
Testing Hypotheses, Part 1: Overview3 minutes
Testing Hypotheses, Part 2: An Example Application7 minutes
Association Analysis: Comparing Groups of People5 minutes
Association Analysis: Chi-Square Test6 minutes
Association Analysis: Correlation Analysis2 minutes
Causal Analysis6 minutes

3 readingsTotal 85 minutes

Making Sense of Survey Data30 minutes
Sampling and Samples45 minutes
Datasets for Module 3 Lectures10 minutes

6 assignmentsTotal 100 minutes

Module 3 Quiz30 minutes
Sampling Activity10 minutes
Scales Practice Activity10 minutes
Descriptive Analysis Activity20 minutes
Statistical Analysis Practice Activity20 minutes
Causal Analysis Practice Activity10 minutes

1 discussion promptTotal 20 minutes

Nominal, Ordinal, and Interval Data20 minutes

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.

What's included

10 videos3 readings3 assignments1 peer review1 discussion prompt

10 videosTotal 38 minutes

Assess Approaches and Interpret Study Results Introduction1 minute
Regression and Errors7 minutes
Multiple Variables4 minutes
Using Multiple Variables4 minutes
Multiple Regressions: Understanding What Drives Pricing3 minutes
Binary Regression5 minutes
Segmentation and Cluster Analysis4 minutes
Factor Analysis5 minutes
Conjoint Analysis5 minutes
Course Summary1 minute

3 readingsTotal 85 minutes

Using Multiple Variables Dataset10 minutes
Regression Analysis30 minutes
Quantitative Data Analysis Techniques for Data-Driven Marketing45 minutes

3 assignmentsTotal 55 minutes

Module 4 Quiz30 minutes
Anscombe's Quartet15 minutes
Multiple Regressions Practice Activity10 minutes

1 peer reviewTotal 60 minutes

Quantitative Analysis of Survey Results60 minutes

1 discussion promptTotal 10 minutes

Self-Reflection10 minutes

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Instructors

Instructor ratings

(70 ratings)

Susan Berman

University of California, Davis

2 Courses56,494 learners

Offered by

University of California, Davis

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Reviewed on Oct 16, 2018

A good insight from this course. Hope this will help us to boost our career. Thanks for the lessons.

Reviewed on Jul 16, 2019

Qualitative portion is very helpful. The quantitative part is hit or miss, a lot of it is very hypothetical and not useful when actually implementing the approach in Excel.

Reviewed on May 24, 2021

This course is good for someone who is looking for the basic principle of quantitative research

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