Este curso forma parte de Programa especializado: investigación de mercado

4.4
estrellas
278 calificaciones

88 %

Susan Berman +1 instructores más

25.147 ya inscrito

Ofrecido Por

Programa especializado: investigación de mercadoUniversidad de California, Davis

Acerca de este Curso

47.252 vistas recientes

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.

Fechas límite flexibles

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Certificado para compartir

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100 % en línea

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Laboratorios de Coursera

Incluye proyectos de aprendizaje prácticos.

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Curso 3 de 4 en

Programa especializado: investigación de mercado

Nivel intermedio

Familiarity with basic to statistics and comfortable working with Excel or similar stats software.

Aprox. 17 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Qué aprenderás

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

Habilidades que obtendrás

Sales And Operations Planning
Market Research
Sample Mean And Covariance
basic statistics
sampling statistics

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Laboratorios de Coursera

Incluye proyectos de aprendizaje prácticos.

Obtén más información sobre los laboratorios de Coursera

Curso 3 de 4 en

Programa especializado: investigación de mercado

Nivel intermedio

Familiarity with basic to statistics and comfortable working with Excel or similar stats software.

Aprox. 17 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructores

Calificación del instructor

4,36/5 (41 calificaciones)

Susan Berman

President, Impact Research

UC Davis Division of Continuing and Professional Education

36.425 alumnos

2 cursos

Olivier Rubel, PhD

Associate Professor, Graduate School of Management

UC Davis

25.147 alumnos

1 curso

Ofrecido por

Universidad de California, Davis

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

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Programa - Qué aprenderás en este curso

Calificación del contenido88%(1,789 calificaciones)

Semana1

Semana 1

3 horas para completar

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

3 horas para completar

13 videos (Total 60 minutos), 4 lecturas, 1 cuestionario

13 videos

Course Introduction4mIntroduction to Preparing to Design a Quantitative Survey for Market Research1mIdentifying Business Objectives4mAssessing Suitability of Quantitative Research5mBuilding On Qualitative Findings to Inform a Quantitative Survey4mIntroduction to Various Types of Quantitative Surveys1mOnline Surveys4mTelephone Surveys4mIn-Person Surveys4mDirect Mail Surveys3mSteps to Design and Implement a Survey - Part 17mSteps to Design and Implement a Survey - Part 24mRecognizing and Avoiding Common Pitfalls6m

4 lecturas

A Note From UC Davis10mBack to Basics: Six Essential Skills for Telephone Interviewing15mQualtrics: 10 Tips for Building Effective Surveys15m6 Common Survey Writing Mistakes in Market Research10m

1 ejercicio de práctica

Module 1 Quiz30m

Semana2

Semana 2

6 horas para completar

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.

6 horas para completar

12 videos (Total 67 minutos), 4 lecturas, 3 cuestionarios

12 videos

Introduction to Designing and Implementing a Quantitative Survey1mDelineating the Market Segment6mSelecting the Survey Methods7mMaximizing Response Rates5mMaximizing Response Rates: Administering a Survey4mMaximizing Response Rates: Level of Trust4mSelecting Appropriate Sample Sources7mDetermining Appropriate Sample Size5mDesigning a Questionnaire5mDesigning Appropriate Response Options5mPerforming Quality Control8mPre-Testing Your Survey4m

4 lecturas

Quirk's: What Everyone Needs to Know About Sampling10mSample Size Calculator5m7 Tips for Good Survey Questions5mQualtrics Resources30m

1 ejercicio de práctica

Module 2 Quiz30m

Semana3

Semana 3

4 horas para completar

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.

4 horas para completar

12 videos (Total 59 minutos), 3 lecturas, 6 cuestionarios

12 videos

Analyzing a Survey Introduction1mReviewing Your Data and Looking for Errors4mThe Importance of Scales5mDescriptive Analysis: Nominal Data6mDescriptive Analysis: Ordinal and Interval Data5mInferential Analysis: Confidence Interval6mTesting Hypotheses, Part 1: Overview3mTesting Hypotheses, Part 2: An Example Application6mAssociation Analysis: Comparing Groups of People4mAssociation Analysis: Chi-Square Test6mAssociation Analysis: Correlation Analysis2mCausal Analysis6m

3 lecturas

Making Sense of Survey Data30mSampling and Samples45mDatasets for Module 3 Lectures10m

6 ejercicios de práctica

Sampling Activity10mScales Practice Activity10mDescriptive Analysis Activity20mStatistical Analysis Practice Activity20mCausal Analysis Practice Activity10mModule 3 Quiz30m

Semana4

Semana 4

4 horas para completar

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.

4 horas para completar

10 videos (Total 38 minutos), 3 lecturas, 4 cuestionarios

10 videos

Assess Approaches and Interpret Study Results Introduction36sRegression and Errors6mMultiple Variables3mUsing Multiple Variables3mMultiple Regressions: Understanding What Drives Pricing3mBinary Regression4mSegmentation and Cluster Analysis4mFactor Analysis4mConjoint Analysis4mCourse Summary1m

3 lecturas

Using Multiple Variables Dataset10mRegression Analysis30mQuantitative Data Analysis Techniques for Data-Driven Marketing45m

3 ejercicios de práctica

Anscombe's Quartet15mMultiple Regressions Practice Activity10mModule 4 Quiz30m

Reseñas

4.4

56 reseña

5 stars
62,58 %
4 stars
24,46 %
3 stars
6,11 %
2 stars
2,51 %
1 star
4,31 %

Principales reseñas sobre INVESTIGACIÓN CUANTITATIVA

por HC11 de jul. de 2021

A perfect blend of information and knowledge needed by newcomers to this field

por RD16 de jul. de 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.

por RR16 de oct. de 2018

A good insight from this course. Hope this will help us to boost our career. Thanks for the lessons.

por YT7 de mar. de 2019

It has been possible to learn a basic framework of statistical analysis.

Ver todas las reseñas

Acerca de Programa especializado: investigación de mercado

"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.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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