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 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.

Flexible deadlines

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Shareable Certificate

Earn a Certificate upon completion

100% online

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Coursera Labs

Includes hands on learning projects.

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Course 3 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. 20 hours to complete

English

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What 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

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. 20 hours to complete

English

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

Try Coursera for Business

Instructors

Athanasia Lampraki

7,121 Learners

8 Courses

Evangelia Katsikea

7,121 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

Week1

Week 1

4 hours to complete

Week 1

4 hours to complete

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

4 videos

The Role of the Questionnaire3mScreening Questions2mDevelop a Good Questionnaire3m Literature Review and Measurements4m

5 readings

Questionnaire Development Process10mQuestion Wording 10mQuestionnaire Assessment10mApproval and Pretesting10mFinalising the Questionnaire10m

5 practice exercises

Test Your Knowledge30mRefresh Your Knowledge 30mTest Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge 30m

Week2

Week 2

5 hours to complete

Week 2

5 hours to complete

4 videos (Total 16 min), 5 readings, 6 quizzes

4 videos

Sources of Measurement Differences3mAssessing the validity of measurements 3mCriterion Related validity5mAttitude Measurement3m

5 readings

Test-Retest and Equivalent Forms10mInternal Consistency Reliability10mFace and Content Validity10mConstruct Validity10mExternal and Internal Validity10m

6 practice exercises

Test Your Knowledge30m Refresh Your Knowledge30mTest Your Knowledge30m Test Your Knowledge30mRefresh Your Knowledge30mTest Your Knowledge30m

Week3

Week 3

5 hours to complete

Week 3

5 hours to complete

4 videos (Total 14 min), 6 readings, 6 quizzes

4 videos

Data Preparation3mTranscribing and Data Cleaning3m Selecting a Data Analysis Strategy3mFrequency Distribution3m

6 readings

Checking and Editing the Questionnaire10mCoding Data10mAdjusting the Collected Data10mMultivariate Statistical Approaches10m International Market Research10mMeasures of Location, Variability and Shape10m

6 practice exercises

Test Your Knowledge30mRefresh Your Knowledge30mTest Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30mTest Your Knowledge30m

Week4

Week 4

6 hours to complete

Week 4

6 hours to complete

4 videos (Total 18 min), 4 readings, 8 quizzes

4 videos

Hypothesis Testing5mHypothesis Testing Independent versus Related Samples4m Non-Parametric Tests: One Sample and Two Independent Samples3mThe Research Report5m

4 readings

Cross Tabulations10mStatistics Relevant to Cross Tabulation10mParametric Tests: Independent and Paired Sample t-Test10mComparing Means Using Parametric Data10m

7 practice exercises

Test Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30mTest Your Knowledge30mRefresh Your Knowledge30m Test Your Knowledge30mTest 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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Research Instruments and Research Hypotheses

About this Course

What you will learn

Skills you will gain