Market Research Specialization

Starts Nov 27

Market Research Specialization

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:

courses
4 courses

Follow the suggested order or choose your own.

projects
Projects

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

certificates
Certificates

Highlight your new skills on your resume or LinkedIn.

Projects Overview

Courses
Beginner Specialization.
No prior experience required.
  1. COURSE 1

    Research Proposal: Initiating Research

    Upcoming session: Nov 27
    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
  2. COURSE 2

    Qualitative Research

    Upcoming session: Nov 27
    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
  3. COURSE 3

    Quantitative Research

    Upcoming session: Nov 27
    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
  4. COURSE 4

    Research Report: Delivering Insights

    Upcoming session: Nov 27
    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

Creators

  • University of California, Davis

    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.

  • Susan Berman

    Susan Berman

    President, Impact Research
  • Jim Fong

    Jim Fong

    Director, UPCEA Center for Research and Marketing Strategy
  • Ashwin Aravindakshan, PhD

    Ashwin Aravindakshan, PhD

    Associate Professor, Graduate School of Management
  • Robin Boyar

    Robin Boyar

    Founder, thinktank research & strategy
  • Olivier Rubel, PhD

    Olivier Rubel, PhD

    Associate Professor, Graduate School of Management

FAQs

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