How to Use Data Science in Marketing
April 4, 2024
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This course is part of Understanding Data: Navigating Statistics, Science, and AI Specialization
Instructor: Elle O'Brien
Included with
(10 reviews)
Recommended experience
Beginner level
No previous knowledge of science research, data, or statistics is necessary.
(10 reviews)
Recommended experience
Beginner level
No previous knowledge of science research, data, or statistics is necessary.
Learn the rationale and limitations of significance testing within scientific inquiry, including crafting hypotheses and interpreting p-values
Learn how scientific experiments are proposed, designed, reviewed, and published
Identify common biases and mistranslations in science research reporting and the challenges of conveying science research to the public effectively
Assess the credibility of claims about research and recognize the role of replicability and generalizability in scientific progress
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How Science Turns Data Into Knowledge teaches you how to evaluate scientific claims critically, address experimental limitations, and recognize the roles of trust and responsibility within research.
During the course, you’ll explore the nuances of significance testing, scientific research methods, and science communication, emphasizing the importance of carefully interpreting statistical results. After learning about the scientific process, you’ll learn how science can make its way into the news cycle—and how critical context can be lost amidst the noise. By the end of the course, you’ll be able to think more critically about the media you consume and how you can view science news and information with a more nuanced perspective. This is the second course in Understanding Data: Navigating Statistics, Science, and AI Specialization, in which you’ll gain a core foundation for statistical and data literacy and gain an understanding of the data we encounter in our everyday lives.
7 videos5 readings1 assignment1 discussion prompt
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6 videos4 readings2 assignments1 discussion prompt
The mission of the University of Michigan is to serve the people of Michigan and the world through preeminence in creating, communicating, preserving and applying knowledge, art, and academic values, and in developing leaders and citizens who will challenge the present and enrich the future.
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Learn about significance and controlled experimentation. But needs to explore, what actually is knowledge?
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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
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