Quantitative Research from Coursera

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.

What's inside

Syllabus

Getting Started and Preparing to Design a Quantitative Survey for Market Research

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.

Designing and Implementing a Quantitative Survey

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.

Analyzing a Survey

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.

Assess Approaches and Interpret Quantitative Study Results

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Delineates between data analysis tools to appropriately uncover business insights

Teaches marketer research strategy, which helps marketing teams identify opportunities

Examines quantitative research techniques that are industry standard

Reviews types of surveys to efficiently collect data

Explores advanced statistics techniques to analyze data

Develops skills to create, test, and launch surveys

Reviews summary

Mixed opinions: quantitative research

Learners say that Quantitative Research is a course with helpful content, knowledgeable instructors, and a decent overview of quantitative research methods. While some learners found the course easy to understand, others struggled with the difficult second half of the course. There were also concerns about the instructor's accent and the outdated course materials.

Learners liked the helpful content.

"It provided me with valuable skills and knowledge that I can apply in various research and data analysis contexts."

"I enjoyed every bit of the course content most especially the analytical aspect of it."

"This course is good for someone who is looking for the basic principle of quantitative research"

Learners found the materials to be outdated.

"Many supplementary materials and links were broken and outdated."

"The knowledge was kind of out dated since modern technology evolved so much since then."

Learners found the course difficult.

"The second half of the course was a convoluted statistics lesson that had little to do with what we were learning earlier in the specialization."

"Concepts could have been thought a little more clearly."

"Instructors are not that good at explaining concepts"

"The accent is rough."

"He knows his stuff about QUANT, but clarity goes a long way when it comes to stats."

Instructor feedback was mixed.

"I thought this course was good, and helped balance what was learned in the earlier courses."

"The second instructor's English pronunciation is not very good. He mixes some words sound like something else or it's unclear what he said so repeatedly need to follow the subtitles for his speech to get the things."

"The instructor's french accent gives non-native english speakers a very hard time to understand the content."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Quantitative Research with these activities:

Read 'Marketing Research: Practical Guidelines for Success' by Tull and Hawkins

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Gain a comprehensive understanding of marketing research principles and best practices.

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Read and understand the key concepts
Apply the principles to real-life marketing scenarios
Summarize the main points and insights

Use Qualtrics for survey research

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Familiarize yourself with Qualtrics, a survey software tool, to enhance your survey design and implementation skills.

Browse courses on Qualtrics

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Explore Qualtrics' features and capabilities
Create a Qualtrics survey
Analyze survey data using Qualtrics

Create a research proposal

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Develop a research proposal to define a research question and methodology to gain a deeper understanding of marketing research.

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Identify a research problem or opportunity
Develop a research question and hypothesis
Design a research methodology
Draft a research proposal

Four other activities

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Show all seven activities

Conduct a mock survey

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Conduct a mock survey to practice designing, distributing, and analyzing survey questions.

Browse courses on Survey Design

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Design a survey questionnaire
Distribute the survey to a sample audience
Analyze the survey data

Participate in a marketing research discussion group

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Join a discussion group to exchange ideas, share experiences, and learn from peers in the field of marketing research.

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Find and join a reputable discussion group
Participate in online or in-person discussions
Share your insights and contribute to the group's discussions

Create a marketing research portfolio

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Develop a portfolio that showcases your marketing research skills and knowledge.

Browse courses on Marketing Materials

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Gather relevant marketing research materials
Organize and present the materials in a cohesive manner
Seek feedback and refine the portfolio

Write a blog post on a marketing research topic

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Create a blog post to share your knowledge and insights on a specific marketing research topic.

Browse courses on Marketing Strategy

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Choose a relevant topic and conduct research
Write a well-structured and informative blog post
Proofread and publish the blog post

Career center

Learners who complete Quantitative Research will develop knowledge and skills that may be useful to these careers:

Market Research Analyst

Market Research Analysts are responsible for collecting, analyzing, and interpreting data about markets, customers, and competitors. This information can be used to develop new products and services, improve marketing campaigns, and make informed business decisions. The Quantitative Research course can help you build a strong foundation in the methods and techniques used in market research.

See salaries and explore the career path for Market Research Analyst

Statistician

Statisticians are responsible for collecting, analyzing, and interpreting data. They work in a variety of fields, including medicine, finance, and marketing. The Quantitative Research course can help you develop the skills needed to collect, clean, and analyze data, and to communicate your findings effectively.

See salaries and explore the career path for Statistician

Marketing Analyst

A Marketing Analyst collects, interprets, and presents data, making them invaluable to companies looking to grow their customer base. They provide insights that can help identify new market opportunities and develop effective marketing campaigns. This Quantitative Research course provides a great foundation for the analytical and problem-solving skills necessary for success in this role.

See salaries and explore the career path for Marketing Analyst

Financial Analyst

Financial Analysts are responsible for analyzing financial data and making recommendations about investments. They work with companies, governments, and individuals to help them make informed financial decisions. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret financial data, which can be invaluable in the financial analysis process.

See salaries and explore the career path for Financial Analyst

Brand Manager

Brand Managers are responsible for developing and managing brands. They work to create and maintain a positive brand image and to increase brand awareness. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about customers and markets, which can be invaluable in the brand management process.

See salaries and explore the career path for Brand Manager

Marketing Manager

Marketing Managers are responsible for planning and executing marketing campaigns. They work with a variety of stakeholders to develop and implement marketing strategies. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about customers and markets, which can be invaluable in the marketing planning process.

See salaries and explore the career path for Marketing Manager

Data Scientist

Data Scientists are responsible for collecting, analyzing, and interpreting large amounts of data. They use this information to identify trends, patterns, and insights that can be used to make better decisions. The Quantitative Research course can help you develop the skills needed to collect, clean, and analyze data, and to communicate your findings effectively.

See salaries and explore the career path for Data Scientist

Product Manager

Product Managers are responsible for the development and launch of new products. They work with engineers, designers, and marketers to ensure that products meet the needs of customers. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about customers and markets, which can be invaluable in the product development process.

See salaries and explore the career path for Product Manager

Auditor

Auditors are responsible for reviewing financial and operational records to ensure accuracy and compliance. They work with a variety of organizations to help them improve their financial management and internal controls. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret financial and operational data, which can be invaluable in the audit process.

See salaries and explore the career path for Auditor

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with their products or services. They work with customers to identify and resolve problems and to ensure that they are getting the most value from their investment. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about customers and markets, which can be invaluable in the customer success management process.

See salaries and explore the career path for Customer Success Manager

Business Analyst

Business Analysts are responsible for analyzing business processes and identifying areas for improvement. They use data and analysis to make recommendations that can help organizations improve their efficiency and effectiveness. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data, and to communicate your findings effectively.

See salaries and explore the career path for Business Analyst

Risk Manager

Risk Managers are responsible for identifying and managing risks that could impact a business. They work with a variety of stakeholders to develop and implement risk management strategies. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about risks, which can be invaluable in the risk management process.

See salaries and explore the career path for Risk Manager

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. They work to develop and implement sales strategies and to achieve sales targets. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about customers and markets, which can be invaluable in the sales management process.

See salaries and explore the career path for Sales Manager

Operations Manager

Operations Managers are responsible for the day-to-day operations of a business. They work to ensure that processes are efficient and effective and that the business is meeting its goals. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data about processes and performance, which can be invaluable in the operations management process.

See salaries and explore the career path for Operations Manager

Management Consultant

Management Consultants help organizations to improve their performance by providing advice and guidance. They use data and analysis to identify problems and develop solutions. The Quantitative Research course can help you develop the skills needed to collect, analyze, and interpret data, and to communicate your findings effectively.

See salaries and explore the career path for Management Consultant