Este curso forma parte de Programa especializado: investigación de mercado

4.6
estrellas
807 calificaciones

96 %

Jim Fong

52.021 ya inscrito

Ofrecido Por

Programa especializado: investigación de mercadoUniversidad de California, Davis

Acerca de este Curso

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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.

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.

Curso 1 de 4 en

Programa especializado: investigación de mercado

Nivel intermedio

At least 2 years of business experience.

Aprox. 11 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

Determine possible market research constraints and be able to determine the appropriate questions to ask in the research planning process
Assess the credibility and value of secondary research
Apply basic sampling theory to a given situation
Compose a professionally packaged research plan or proposal

Habilidades que obtendrás

Market Research
Research Methods
Product Research
Marketing Intelligence

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.

Curso 1 de 4 en

Programa especializado: investigación de mercado

Nivel intermedio

At least 2 years of business experience.

Aprox. 11 horas para completar

Inglés (English)

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

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,55/5 (185 calificaciones)

Jim Fong

Director, UPCEA Center for Research and Marketing Strategy

UC Davis Division of Continuing and Professional Education

52.021 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 contenido96%(3,852 calificaciones)

Semana

Semana 1

2 horas para completar

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.

2 horas para completar

9 videos (Total 31 minutos), 5 lecturas, 1 cuestionario

9 videos

Course Introduction3m

Survey to Build Our Database1m

Introduction to Market Research53s

Defining Market Research3m

Motivation for Market Research5m

Requests for Market Research3m

The Services, Roles, and Qualities of a Market Researcher3m

Complexities, Constraints, and Questions to Ask4m

Planning a Response to a Market Research Inquiry5m

5 lecturas

A Note from UC Davis10m

Take the Specialization Smartphone Survey15m

Market Research Is the Answer to 'Uberization' and the Customer Challenges of the 21st Century10m

20 Market Research Questions to Ask Your Customers10m

13 Questions Every Marketing Consultant Should Ask Prospects15m

1 ejercicio de práctica

Module 1 Quiz30m

Semana

Semana 2

2 horas para completar

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.

2 horas para completar

8 videos (Total 41 minutos), 3 lecturas, 1 cuestionario

8 videos

Introduction to Secondary and Internal Research1m

The Importance of Secondary and Internal Research6m

Secondary and Internal Research in the Planning Process6m

Starting Cold with Secondary and Internal Research6m

Pros and Cons of Secondary and Internal Research5m

Three Levels of a Professional Market Researcher6m

Budget Considerations While Initiating Market Research5m

Developing Your Research Skills Further2m

3 lecturas

Quirk's: Time-Saving Tips for Conducting Secondary Research10m

Quirk's: Save Money - Conduct Secondary Research10m

Quirk's: Meta-Analysis Offers Research on Research for MR15m

1 ejercicio de práctica

Module 2 Quiz30m

Semana

Semana 3

2 horas para completar

Primary Research Introduction

2 horas para completar

7 videos (Total 33 minutos), 2 lecturas, 1 cuestionario

7 videos

Introduction to Primary Research1m

Defining Primary Research4m

Sampling and a Sampling Frame4m

Deciding on the Kind of Sampling and How Many to Sample6m

Observational Research4m

Surveys6m

Methods and Tools in Qualitative Research5m

2 lecturas

Quirk's: What Everyone Needs to Know About Sampling10m

Quirk's: Forget Exact Science: Drawing Conclusions from Observational Research15m

1 ejercicio de práctica

Module 3 Quiz30m

Semana

Semana 4

5 horas para completar

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.

5 horas para completar

8 videos (Total 33 minutos), 1 lectura, 2 cuestionarios

8 videos

Introduction to Market Research Plan or Proposal1m

How a Research Plan or Proposal Might be Presented4m

Components of a Research Plan or Proposal (Part 1)6m

Components of a Research Plan or Proposal (Part 2)6m

Packaging the Research Plan or Proposal3m

How to Follow Up with Your Client4m

You Won the Project, Now What?5m

Course Summary1m

1 lectura

Six Keys to Writing a Great Proposal15m

1 ejercicio de práctica

Module 4 Quiz30m

Reseñas

4.6

179 reseña

5 stars
67,41 %
4 stars
26,76 %
3 stars
3,34 %
2 stars
0,86 %
1 star
1,61 %

Principales reseñas sobre RESEARCH PROPOSAL: INITIATING RESEARCH

por PL19 de abr. de 2021

What a great certifie! I would like to recommend all of you who are seeking a first step to start learning about a market research study.

por NK14 de jun. de 2021

very clear and easy why of understanding the start of a process. I enjoyed listening and the course was very well organised

por VV20 de ago. de 2020

The course helped me to learn the real functioning of the research agency. I learnt a lot from the course. Such a wonderful course. The excellent professor explained very clearly.

por IM21 de abr. de 2019

It felt good as a very brief outline of the topic, but it would also be great to add more details in the course. Too light format maybe?

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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Research Proposal: Initiating Research

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Qué aprenderás

Habilidades que obtendrás