This course concentrates on the design and development of different research instruments. In this vein, the focus will be placed on the development of an instrument design strategy, scales of measurement and the components of the research report. The course begins by looking at the questionnaire development process with a focus on questionnaire design, question type and wording, pretesting and revising. We will consider the identification of scales of measurement and operationalisation, and the design of an online questionnaire. We are going to discuss sources of measurement differences, and the assessment of the reliability of measurements. The issue of the validity of measurements and the various types of validity will also be explored, as well as attitude measurement. We will discuss data preparation and processing, data coding, adjustment, and data analysis using multivariate data approaches. We are also going to explore frequency distribution and measures of location, variability and shape. The course ends with a discussion on hypothesis testing and the use of statistics relevant to cross-tabulations. We will discuss parametric and non-parametric tests in hypothesis testing and group comparison as well as the different sections of the research report.
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About this Course
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Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Course 3 of 4 in the
Beginner Level
For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.
Approx. 20 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessWhat you will learn
Develop an instrument design strategy
Design and use research instruments
Reflect on basic data analysis approaches
Skills you will gain
- Refine research instruments
- Basic data analysis approaches
- Manage the development and use of different research instruments
- Familiarise with the elements of a research report
- Construct and refine measurements
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.
Coursera Labs
Includes hands on learning projects.
Learn more about Coursera Labs Course 3 of 4 in the
Beginner Level
For market research analysts, social media strategists, marketing managers and market researchers to enhance their knowledge of key methodologies.
Approx. 20 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessOffered by
Syllabus - What you will learn from this course
4 hours to complete
Week 1
4 hours to complete
4 videos (Total 15 min), 5 readings, 5 quizzes
5 hours to complete
Week 2
5 hours to complete
4 videos (Total 16 min), 5 readings, 6 quizzes
5 hours to complete
Week 3
5 hours to complete
4 videos (Total 14 min), 6 readings, 6 quizzes
6 hours to complete
Week 4
6 hours to complete
4 videos (Total 18 min), 4 readings, 8 quizzes
About the Market Research Specialization

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