Quantitative Research

This course is part of Market Research Specialization

Instructors: Susan Berman

What you'll learn

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

Skills you'll gain

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Assessments

11 assignments

Taught in English

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This course is part of the Market Research Specialization

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There are 4 modules in this 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 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.

In this module, you will be able to identify the business objectives and assess the suitability for quantitative research. You will be able to build on qualitative findings to help inform a survey. You will be able to discuss the various types of surveys and take steps to design and implement a survey. You will also be able to recognize and avoid common survey pitfalls.

What's included

13 videos4 readings1 assignment2 discussion prompts

13 videosTotal 59 minutes

Course Introduction4 minutesPreview module
Introduction to Preparing to Design a Quantitative Survey for Market Research1 minute
Identifying Business Objectives4 minutes
Assessing Suitability of Quantitative Research5 minutes
Building On Qualitative Findings to Inform a Quantitative Survey4 minutes
Introduction to Various Types of Quantitative Surveys1 minute
Online Surveys4 minutes
Telephone Surveys4 minutes
In-Person Surveys4 minutes
Direct Mail Surveys3 minutes
Steps to Design and Implement a Survey - Part 17 minutes
Steps to Design and Implement a Survey - Part 24 minutes
Recognizing and Avoiding Common Pitfalls6 minutes

4 readingsTotal 50 minutes

A Note From UC Davis10 minutes
Back to Basics: Six Essential Skills for Telephone Interviewing15 minutes
Qualtrics: 10 Tips for Building Effective Surveys15 minutes
6 Common Survey Writing Mistakes in Market Research10 minutes

1 assignmentTotal 30 minutes

Module 1 Quiz30 minutes

2 discussion promptsTotal 30 minutes

Learning Goals10 minutes
Your Thoughts on Surveys20 minutes

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.

What's included

12 videos4 readings1 assignment2 peer reviews1 discussion prompt

12 videosTotal 67 minutes

Introduction to Designing and Implementing a Quantitative Survey1 minutePreview module
Delineating the Market Segment6 minutes
Selecting the Survey Methods7 minutes
Maximizing Response Rates5 minutes
Maximizing Response Rates: Administering a Survey4 minutes
Maximizing Response Rates: Level of Trust4 minutes
Selecting Appropriate Sample Sources7 minutes
Determining Appropriate Sample Size5 minutes
Designing a Questionnaire5 minutes
Designing Appropriate Response Options5 minutes
Performing Quality Control8 minutes
Pre-Testing Your Survey4 minutes

4 readingsTotal 50 minutes

Quirk's: What Everyone Needs to Know About Sampling10 minutes
Sample Size Calculator5 minutes
7 Tips for Good Survey Questions5 minutes
Qualtrics Resources30 minutes

1 assignmentTotal 30 minutes

Module 2 Quiz30 minutes

2 peer reviewsTotal 210 minutes

Design a Quantitative Survey120 minutes
Honor's Assignment: Create and Implement an Online Survey Using Qualtrics (or Similar)90 minutes

1 discussion promptTotal 10 minutes

Questionnaire Brainstorming10 minutes

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.

What's included

12 videos3 readings6 assignments1 discussion prompt

12 videosTotal 58 minutes

Analyzing a Survey Introduction1 minutePreview module
Reviewing Your Data and Looking for Errors4 minutes
The Importance of Scales5 minutes
Descriptive Analysis: Nominal Data6 minutes
Descriptive Analysis: Ordinal and Interval Data5 minutes
Inferential Analysis: Confidence Interval6 minutes
Testing Hypotheses, Part 1: Overview3 minutes
Testing Hypotheses, Part 2: An Example Application6 minutes
Association Analysis: Comparing Groups of People4 minutes
Association Analysis: Chi-Square Test6 minutes
Association Analysis: Correlation Analysis2 minutes
Causal Analysis6 minutes

3 readingsTotal 85 minutes

Making Sense of Survey Data30 minutes
Sampling and Samples45 minutes
Datasets for Module 3 Lectures10 minutes

6 assignmentsTotal 100 minutes

Module 3 Quiz30 minutes
Sampling Activity10 minutes
Scales Practice Activity10 minutes
Descriptive Analysis Activity20 minutes
Statistical Analysis Practice Activity20 minutes
Causal Analysis Practice Activity10 minutes

1 discussion promptTotal 20 minutes

Nominal, Ordinal, and Interval Data20 minutes

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.

What's included

10 videos3 readings3 assignments1 peer review1 discussion prompt

10 videosTotal 37 minutes

Assess Approaches and Interpret Study Results Introduction0 minutesPreview module
Regression and Errors6 minutes
Multiple Variables3 minutes
Using Multiple Variables3 minutes
Multiple Regressions: Understanding What Drives Pricing3 minutes
Binary Regression4 minutes
Segmentation and Cluster Analysis4 minutes
Factor Analysis4 minutes
Conjoint Analysis4 minutes
Course Summary1 minute

3 readingsTotal 85 minutes

Using Multiple Variables Dataset10 minutes
Regression Analysis30 minutes
Quantitative Data Analysis Techniques for Data-Driven Marketing45 minutes

3 assignmentsTotal 55 minutes

Module 4 Quiz30 minutes
Anscombe's Quartet15 minutes
Multiple Regressions Practice Activity10 minutes

1 peer reviewTotal 60 minutes

Quantitative Analysis of Survey Results60 minutes

1 discussion promptTotal 10 minutes

Self-Reflection10 minutes

Instructors

Instructor ratings

4.5 (60 ratings)

Susan Berman

University of California, Davis

2 Courses47,614 learners

Offered by

University of California, Davis

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Reviewed on Jul 16, 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.

Reviewed on Mar 15, 2024

An amazing course. You should have atleast a degree in statitics to understand the subject.

Reviewed on Jul 6, 2020

Its a platform to enhance your skills and learn the things efficiently with a practical approach

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