This course concentrates on the design and development of different research instruments. In this vein, the focus will be placed on the development of an instrument design strategy, scales of measurement and the components of the research report. The course begins by looking at the questionnaire development process with a focus on questionnaire design, question type and wording, pretesting and revising. We will consider the identification of scales of measurement and operationalisation, and the design of an online questionnaire. We are going to discuss sources of measurement differences, and the assessment of the reliability of measurements. The issue of the validity of measurements and the various types of validity will also be explored, as well as attitude measurement. We will discuss data preparation and processing, data coding, adjustment, and data analysis using multivariate data approaches. We are also going to explore frequency distribution and measures of location, variability and shape. The course ends with a discussion on hypothesis testing and the use of statistics relevant to cross-tabulations. We will discuss parametric and non-parametric tests in hypothesis testing and group comparison as well as the different sections of the research report.
Research Instruments and Research Hypotheses
This course is part of Market Research Specialization
Instructors: Athanasia Lampraki
2,865 already enrolled
Included with 
(16 reviews)
Recommended experience
What you'll learn
Develop an instrument design strategy
Design and use research instruments
Reflect on basic data analysis approaches
Skills you'll gain
Details to know
Add to your LinkedIn profile
24 assignments
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 4 modules in this course
This week focuses on the questionnaire development process with a focus on questionnaire design, question type and wording, pretesting and revising. The week ends with a discussion regarding identification of scales of measurement and operationalisation and design of an online questionnaire.
What's included
4 videos5 readings5 assignments4 discussion prompts
The week commences with a discussion on sources of measurement differences, and the assessment of reliability of measurements. The issue of validity of measurements is discussed and the various types of validity are discussed. The week ends with a discussion of attitude measurement.
What's included
4 videos5 readings6 assignments5 discussion prompts
The week commences with a discussion on data preparation and processing. We are going to discuss data coding, adjustment, and data analysis using multivariate data approaches. The week ends with an exploration of frequency distribution and measures of location, variability and shape.
What's included
4 videos6 readings6 assignments4 discussion prompts
The week commences with a discussion on hypothesis testing and the use of statistics relevant to cross tabulations. We will discuss parametric and non-parametric tests in hypothesis testing and group comparison. The week ends with an exploration of the different sections of the research report.
What's included
4 videos4 readings7 assignments1 peer review4 discussion prompts
Offered by
Recommended if you're interested in Marketing
University of Michigan
University of California, Davis
Johns Hopkins University
Queen Mary University of London
Why people choose Coursera for their career
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
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:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.