Quantitative Research

About 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.

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:  Susan Berman, President

  ImpactResearch

• Taught by:  Olivier Rubel, PhD, Associate Professor

  Graduate School of Management

Basic Info Course 3 of 4 in the Market Research Specialization Level Intermediate Commitment 4 weeks of study, 4-7 hours/week Language English How To Pass Pass all graded assignments to complete the course. Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Syllabus


WEEK 1


Getting Started and Preparing to Design a Quantitative Survey for Market Research



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.


13 videos, 3 readings expand

1. Video: Course Introduction
2. Video: Introduction to Preparing to Design a Quantitative Survey for Market Research
3. Video: Identifying Business Objectives
4. Video: Assessing Suitability of Quantitative Research
5. Video: Building On Qualitative Findings to Inform a Quantitative Survey
6. Video: Introduction to Various Types of Quantitative Surveys
7. Video: Online Surveys
8. Video: Telephone Surveys
9. Reading: Back to Basics: Six Essential Skills for Telephone Interviewing
10. Video: In-Person Surveys
11. Video: Direct Mail Surveys
12. Discussion Prompt: Your Thoughts on Surveys
13. Video: Steps to Design and Implement a Survey - Part 1
14. Video: Steps to Design and Implement a Survey - Part 2
15. Reading: Qualtrics: 10 Tips for Building Effective Surveys
16. Video: Recognizing and Avoiding Common Pitfalls
17. Reading: 6 Common Survey Writing Mistakes in Market Research

Graded: Module 1 Quiz

WEEK 2


Designing and Implementing a Quantitative Survey



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.


12 videos, 4 readings expand

1. Video: Introduction to Designing and Implementing a Quantitative Survey
2. Video: Delineating the Market Segment
3. Video: Selecting the Survey Methods
4. Video: Maximizing Response Rates
5. Video: Maximizing Response Rates: Administering a Survey
6. Video: Maximizing Response Rates: Level of Trust
7. Video: Selecting Appropriate Sample Sources
8. Reading: Quirk's: What Everyone Needs to Know About Sampling
9. Video: Determining Appropriate Sample Size
10. Reading: Sample Size Calculator
11. Video: Designing a Questionnaire
12. Video: Designing Appropriate Response Options
13. Discussion Prompt: Questionnaire Brainstorming
14. Video: Performing Quality Control
15. Video: Pre-Testing Your Survey
16. Reading: 7 Tips for Good Survey Questions
17. Reading: Qualtrics Resources

Graded: Module 2 Quiz
Graded: Design a Quantiative Survey
Graded: Honor's Assignment: Create and Implement an Online Survey Using Qualtrics (or Similar)

WEEK 3


Analyzing a Survey



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.


12 videos, 2 readings, 5 practice quizzes expand

1. Video: Analyzing a Survey Introduction
2. Video: Reviewing Your Data and Looking for Errors
3. Practice Quiz: Sampling Activity
4. Video: The Importance of Scales
5. Practice Quiz: Scales Practice Activity
6. Video: Descriptive Analysis: Nominal Data
7. Video: Descriptive Analysis: Ordinal and Interval Data
8. Practice Quiz: Descriptive Analysis Activity
9. Discussion Prompt: Nominal, Ordinal, and Interval Data
10. Video: Inferential Analysis: Confidence Interval
11. Video: Testing Hypotheses, Part 1: Overview
12. Video: Testing Hypotheses, Part 2: An Example Application
13. Video: Association Analysis: Comparing Groups of People
14. Video: Association Analysis: Chi-Square Test
15. Practice Quiz: Statistical Analysis Practice Activity
16. Video: Association Analysis: Correlation Analysis
17. Video: Causal Analysis
18. Practice Quiz: Causal Analysis Practice Activity
19. Reading: Making Sense of Survey Data
20. Reading: Sampling and Samples

Graded: Module 3 Quiz

WEEK 4


Assess Approaches and Interpret Quantitative Study Results



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.


10 videos, 2 readings, 2 practice quizzes expand

1. Video: Assess Approaches and Interpret Study Results Introduction
2. Video: Regression and Errors
3. Practice Quiz: Anscombe's Quartet
4. Video: Multiple Variables
5. Video: Using Multiple Variables
6. Video: Multiple Regressions: Understanding What Drives Pricing
7. Practice Quiz: Multiple Regressions Practice Activity
8. Video: Binary Regression
9. Video: Segmentation and Cluster Analysis
10. Video: Factor Analysis
11. Video: Conjoint Analysis
12. Reading: Regression Analysis
13. Reading: Quantitative Data Analysis Techniques for Data-Driven Marketing
14. Video: Course Summary

Graded: Module 4 Quiz
Graded: Quantitative Analysis of Survey Results