Market Research Specialization

Research Techniques + Data = Marketing Superhero. Deliver valuable customer insights for your business.

About This Specialization

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders.

Created by:

Industry Partners:

4 courses

Follow the suggested order or choose your own.

Projects

Designed to help you practice and apply the skills you learn.

Certificates

Highlight your new skills on your resume or LinkedIn.

Projects Overview

Learners will create and scope a research proposal, conduct desk research in a proprietary data set, use two common methods for qualitative research, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a visual report to present findings with recommendations to stakeholders.

Courses

Beginner Specialization.: No prior experience required.

COURSE 1
Research Proposal: Initiating Research
Upcoming session: Apr 30
Commitment
4 weeks of study, 2-5 hours/week
Subtitles
English
About the 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
You can choose to take this course only. Learn more.
COURSE 2
Qualitative Research
Upcoming session: Apr 30
Commitment
4 weeks of study, 4-7 hours/week
Subtitles
English
About the Course
In this course, the second in the Market Research Specialization, you will go in-depth with qualitative market research methods, from design to implementation to analysis. Week 1: Define qualitative research and how it differs from quan
You can choose to take this course only. Learn more.
COURSE 3
Quantitative Research
Upcoming session: Apr 30
Commitment
4 weeks of study, 4-7 hours/week
Subtitles
English
About the 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
You can choose to take this course only. Learn more.
COURSE 4
Research Report: Delivering Insights
Upcoming session: Apr 30
Commitment
4 weeks of study, 3-5 hours/week
Subtitles
English
About the Course
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to
You can choose to take this course only. Learn more.

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.