This course focuses on research methodologies. In this vein, the focus will be placed on qualitative and quantitative research methodologies, sampling approaches, and primary and secondary data collection. The course begins with a discussion on qualitative research approaches, looking at focus groups, personal interviews, ethnography, case studies and action research. We will also discuss quantitative research methods with a focus on experimental research design and survey methodology. There will be an exploration of the sampling design process and different sampling approaches, including probability and non-probability sampling as well as sample size and non-response issues. We will look at the nature and scope of primary and secondary data, and the importance of measurement. We will look at the role of the Internet in market research as well as non-comparative scaling techniques. The course ends with a discussion on different data collection approaches, with a focus on observation, content analysis, narrative research, phenomenology, and the collection of data using ethnography.
Offered By


About this Course
62,199 recent views
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 2 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. 19 hours to complete
English
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessWhat you will learn
Different research methodologies
Different sampling approaches
Primary and secondary data collection approaches
Skills you will gain
- Collect primary and secondary data
- Use qualitative and quantitative research methodologies
- Adopt different sampling approaches
- Evaluate different data collection approaches
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 2 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. 19 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
5 hours to complete
Week 1
5 hours to complete
4 videos (Total 15 min), 6 readings, 5 quizzes
5 hours to complete
Week 2
5 hours to complete
4 videos (Total 15 min), 6 readings, 6 quizzes
5 hours to complete
Week 3
5 hours to complete
4 videos (Total 16 min), 6 readings, 6 quizzes
6 hours to complete
Week 4
6 hours to complete
4 videos (Total 20 min), 5 readings, 6 quizzes
About the Market Research Specialization

Frequently Asked Questions
When will I have access to the lectures and assignments?
What will I get if I subscribe to this Specialization?
Is financial aid available?
More questions? Visit the Learner Help Center.