Quantitative Research

This course is part of Market Research Specialization

Instructors: Susan Berman

Access provided by Lam Research

38,203 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

344 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.

344 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

Skills you'll gain

Details to know

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Assessments

11 assignments¹

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Taught in English

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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.

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 videos Total 60 minutes

Course Introduction 4 minutes
Introduction to Preparing to Design a Quantitative Survey for Market Research 2 minutes
Identifying Business Objectives 5 minutes
Assessing Suitability of Quantitative Research 6 minutes
Building On Qualitative Findings to Inform a Quantitative Survey 5 minutes
Introduction to Various Types of Quantitative Surveys 2 minutes
Online Surveys 5 minutes
Telephone Surveys 5 minutes
In-Person Surveys 4 minutes
Direct Mail Surveys 4 minutes
Steps to Design and Implement a Survey - Part 1 8 minutes
Steps to Design and Implement a Survey - Part 2 5 minutes
Recognizing and Avoiding Common Pitfalls 7 minutes

5 readings Total 52 minutes

A Note From UC Davis 10 minutes
Online Safety Statement 2 minutes
Back to Basics: Six Essential Skills for Telephone Interviewing 15 minutes
Qualtrics: 10 Tips for Building Effective Surveys 15 minutes
6 Common Survey Writing Mistakes in Market Research 10 minutes

1 assignment Total 30 minutes

Module 1 Quiz 30 minutes

2 discussion prompts Total 30 minutes

Learning Goals 10 minutes
Your Thoughts on Surveys 20 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 videos Total 67 minutes

Introduction to Designing and Implementing a Quantitative Survey 1 minute
Delineating the Market Segment 7 minutes
Selecting the Survey Methods 8 minutes
Maximizing Response Rates 5 minutes
Maximizing Response Rates: Administering a Survey 5 minutes
Maximizing Response Rates: Level of Trust 5 minutes
Selecting Appropriate Sample Sources 8 minutes
Determining Appropriate Sample Size 5 minutes
Designing a Questionnaire 6 minutes
Designing Appropriate Response Options 6 minutes
Performing Quality Control 8 minutes
Pre-Testing Your Survey 4 minutes

4 readings Total 50 minutes

Quirk's: What Everyone Needs to Know About Sampling 10 minutes
Sample Size Calculator 5 minutes
7 Tips for Good Survey Questions 5 minutes
Qualtrics Resources 30 minutes

1 assignment Total 30 minutes

Module 2 Quiz 30 minutes

2 peer reviews Total 210 minutes

Design a Quantitative Survey 120 minutes
Honor's Assignment: Create and Implement an Online Survey Using Qualtrics (or Similar) 90 minutes

1 discussion prompt Total 10 minutes

Questionnaire Brainstorming 10 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 videos Total 59 minutes

Analyzing a Survey Introduction 1 minute
Reviewing Your Data and Looking for Errors 5 minutes
The Importance of Scales 6 minutes
Descriptive Analysis: Nominal Data 6 minutes
Descriptive Analysis: Ordinal and Interval Data 5 minutes
Inferential Analysis: Confidence Interval 6 minutes
Testing Hypotheses, Part 1: Overview 3 minutes
Testing Hypotheses, Part 2: An Example Application 7 minutes
Association Analysis: Comparing Groups of People 5 minutes
Association Analysis: Chi-Square Test 6 minutes
Association Analysis: Correlation Analysis 2 minutes
Causal Analysis 6 minutes

3 readings Total 85 minutes

Making Sense of Survey Data 30 minutes
Sampling and Samples 45 minutes
Datasets for Module 3 Lectures 10 minutes

6 assignments Total 100 minutes

Sampling Activity 10 minutes
Scales Practice Activity 10 minutes
Descriptive Analysis Activity 20 minutes
Statistical Analysis Practice Activity 20 minutes
Causal Analysis Practice Activity 10 minutes
Module 3 Quiz 30 minutes

1 discussion prompt Total 20 minutes

Nominal, Ordinal, and Interval Data 20 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 videos Total 38 minutes

Assess Approaches and Interpret Study Results Introduction 1 minute
Regression and Errors 7 minutes
Multiple Variables 4 minutes
Using Multiple Variables 4 minutes
Multiple Regressions: Understanding What Drives Pricing 3 minutes
Binary Regression 5 minutes
Segmentation and Cluster Analysis 4 minutes
Factor Analysis 5 minutes
Conjoint Analysis 5 minutes
Course Summary 1 minute

3 readings Total 85 minutes

Using Multiple Variables Dataset 10 minutes
Regression Analysis 30 minutes
Quantitative Data Analysis Techniques for Data-Driven Marketing 45 minutes

3 assignments Total 55 minutes

Anscombe's Quartet 15 minutes
Multiple Regressions Practice Activity 10 minutes
Module 4 Quiz 30 minutes

1 peer review Total 60 minutes

Quantitative Analysis of Survey Results 60 minutes

1 discussion prompt Total 10 minutes

Self-Reflection 10 minutes

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Instructors

Instructor ratings

(69 ratings)

Susan Berman

University of California, Davis

2 Courses 55,466 learners

Offered by

University of California, Davis

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Reviewed on Jan 19, 2025

This course is one of the best courses each researcher needs to take. I strongly recommend this course because of its rich material and nice teaching of the instructors.

Reviewed on Nov 9, 2022

It helped me get through market research now i feel comfortable doing some analysis and market research questionnaire building etcI will recommend this course to my peers

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.

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