About this course: Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field. In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.
Who is this class for: The course is primarily focused on early-in-their-career marketing professionals looking to add marketing research skills to their skills profile. The course will also be of utility for learners who may do marketing research tasks as part of their jobs such as product managers, sales leaders and business developers, and entrepreneurs, or for people looking to explore marketing research as a career change option.
Created by: University of California, Davis
Taught by: Jim Fong, Director, UPCEA Center for Research and Marketing Strategy
UC Davis Division of Continuing and Professional Education
| Basic Info | Course 1 of 4 in the Market Research Specialization |
| Level | Intermediate |
| Commitment | 4 weeks of study, 2-5 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Getting Started and Introduction to Market Research
In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.
9 videos, 6 readings
- Video: Survey to Build Our Database
- Reading: Take the Specialization Smartphone Survey
- Video: Introduction to Market Research
- Video: Defining Market Research
- Discussion Prompt: So, why Market Research?
- Reading: Market Research Is the Answer to 'Uberization' and the Customer Challenges of the 21st Century
- Video: Motivation for Market Research
- Reading: Why Market Research is Important
- Reading: Five Reasons Why Market Research Matters (and Five Tips for Using It)
- Video: Requests for Market Research
- Video: The Services, Roles, and Qualities of a Market Researcher
- Video: Complexities, Constraints, and Questions to Ask
- Reading: 5 Market Research Questions to Ask Your Customers
- Video: Planning a Response to a Market Research Inquiry
- Reading: 13 Questions Every Marketing Consultant Should Ask Prospects
Graded: Module 1 Quiz
WEEK 2
Secondary and Internal Research
In this module, you will be able to recognize the importance of secondary and internal research in the planning process. You will be able to assess the value and credibility of the secondary and internal data you have at your disposal. You will also be able to identify a starting point should a new client approach you. You will recognize the pros and cons of each method of research. And you will be able to budget appropriately and decide what type of market researcher you need or want to be for a given project.
8 videos, 3 readings
- Video: The Importance of Secondary and Internal Research
- Video: Secondary and Internal Research in the Planning Process
- Video: Starting Cold with Secondary and Internal Research
- Video: Pros and Cons of Secondary and Internal Research
- Reading: Quirk's: Time-Saving Tips for Conducting Secondary Research
- Video: Three Levels of a Professional Market Researcher
- Video: Budget Considerations While Initiating Market Research
- Reading: Quirk's: Save Money - Conduct Secondary Research
- Video: Developing Your Research Skills Further
- Discussion Prompt: Compare Secondary and Internal Research
- Reading: Quirk's: Meta-Analysis Offers Research on Research for MR
Graded: Module 2 Quiz
WEEK 3
Primary Research Introduction
In this module, you will be able to discuss various primary research methods for collecting data. You will be able to define what primary research is and be able to choose the appropriate method for your proposal. You will be able to consider various sampling and survey methods and even the less used observational method.
7 videos, 2 readings
- Video: Defining Primary Research
- Video: Sampling and a Sampling Frame
- Discussion Prompt: Sampling Frame
- Video: Deciding on the Kind of Sampling and How Many to Sample
- Reading: Quirk's: What Everyone Needs to Know About Sampling
- Video: Observational Research
- Discussion Prompt: Observational Research
- Reading: Quirk's: Forget Exact Science: Drawing Conclusions from Observational Research
- Video: Surveys
- Video: Methods and Tools in Qualitative Research
Graded: Module 3 Quiz
WEEK 4
Research Plan or Proposal
In this module, you will be able to write a research proposal for a client. You will be able to recognize and take action when a proposal has been requested. You will be able to collect and compose the necessary proposal requirements and be able to professionally package your proposal. You will be able to apply strategies on how to follow-up with a client about your proposal and be able to take action when you are awarded the bid.
8 videos, 1 reading
- Video: How a Research Plan or Proposal Might be Presented
- Video: Components of a Research Plan or Proposal (Part 1)
- Video: Components of a Research Plan or Proposal (Part 2)
- Video: Packaging the Research Plan or Proposal
- Video: How to Follow Up with Your Client
- Discussion Prompt: Following Up on a Loss
- Video: You Won the Project, Now What?
- Reading: Six Keys to Writing a Great Proposal
- Video: Course Summary
Graded: Module 4 Quiz
Graded: Project Proposal and Communications
FAQs
How It Works
Задания курса
Каждый курс — это интерактивный учебник, который содержит видеоматериалы, тесты и проекты.
Помощь сокурсников
Общайтесь с тысячами других учащихся: обсуждайте идеи, материалы курса и помогайте друг другу осваивать новые понятия.
Сертификаты
Получите документы о прохождении курсов и поделитесь своим успехом с друзьями, коллегами и работодателями.
Creators
University of California, Davis
UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact.
Pricing
| Purchase Course | |
|---|---|
| Access to course materials | Available |
| Access to graded materials | Available |
| Receive a final grade | Available |
| Earn a shareable Course Certificate | Available |
Ratings and Reviews
This is a very good introduction to initiating a research proposal. I am really grateful to Jim Fong and his team for the valuable insights.
It was a great experience to learn market research methods from Coursera.
Insightful
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DQ
Overall experience was good, and I am sure that I would go watch it for a second time, but during the learning process, all I get was the vague structure and concept which were pretty hard to internalize, maybe I should combine them with actual practice in some real working senario....
So I would say it is not what I expected in terms of starting my senior market research project in a academic way....