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⇱ Market Research Data Analysis and Governance with R | Coursera


Market Research Data Analysis and Governance with R

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Apply R programming techniques for comprehensive data analysis and create automated, parameterized reports with R Markdown to minimize manual error.

  • Implement robust data governance and quality monitoring practices to ensure data integrity and auditability.

  • Evaluate and validate predictive models using advanced diagnostic techniques to improve accuracy and reliability.

  • Master data provenance to ensure findings are defensible and communicate insights effectively to stakeholders.

Details to know

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Recently updated!

April 2026

Assessments

35 assignments¹

AI Graded see disclaimer
Taught in English

Build your Data Analysis expertise

This course is part of the Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
  • 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 from Coursera

There are 9 modules in this course

You will develop reproducible analytics practices using R, paired with governance controls that make research outputs auditable and reliable for stakeholders. The course begins with file management and naming conventions, metadata tagging, and data-quality KPI monitoring to ensure high data integrity standards. It then introduces core R skills for data import, tidy transformations, and pipe-based workflows to join, filter, and aggregate multi-source datasets using the Tidyverse ecosystem. You will learn to author parameterized R Markdown reports to automate regular reporting and to perform diagnostic tests—such as cross-validation and resampling—to evaluate the robustness of regression and predictive modeling techniques commonly used in market research.

The curriculum embeds responsible LLM summarization of qualitative data and synthetic-data evaluation use-cases, teaching you how to detect and mitigate hallucination and bias in automated outputs. Labs focus on building end-to-end analytic pipelines that produce reproducible deliverables, paired with rigorous checks that validate metrics against source data to ensure trustworthy results. You will conclude the course by creating a portfolio-ready Data Pipeline and Model Validation Lab, demonstrating your ability to manage the entire data lifecycle from raw ingestion to predictive modeling and executive-ready automated reporting.

The Summarize and Evaluate Ethical AI Insights innovative module develops cutting-edge skills in AI-assisted qualitative analysis and ethical data practices. You will master techniques for using large language models to summarize qualitative data and critically evaluate the ethical implications of synthetic data. Through hands-on application, you will build advanced capabilities that combine AI tools with ethical considerations to enhance research insights.

What's included

4 videos3 readings4 assignments

4 videosTotal 28 minutes
  • What are AI-Powered Thematic Summaries?7 minutes
  • A Tale of Two Prompts: Good vs. Bad Examples8 minutes
  • The Double-Edged Sword of Synthetic Data6 minutes
  • What to Look For: Identifying Bias and Privacy Leaks7 minutes
3 readingsTotal 20 minutes
  • Foundations of Prompt Engineering for Qualitative Insights7 minutes
  • A Framework for Iterative Prompt Refinement6 minutes
  • Understanding the Risks: Privacy, Bias, and Fidelity in Synthetic Data7 minutes
4 assignmentsTotal 85 minutes
  • AI Ethics and Application Project30 minutes
  • Hands-On Learning: Your First AI-Augmented Summary30 minutes
  • Knowledge Check: Principles of AI Summarization5 minutes
  • Hands-On Learning: Drafting an Ethical Mitigation Plan20 minutes

Organize Research Data: File Management module provides a professional foundation for bringing order to digital chaos. You will navigate the essential stages of data processing—from raw collection to final analysis—while mastering standardized naming conventions and file structures. Through hands-on labs and real-world case studies, you'll develop the governance skills necessary to prevent costly errors and ensure long-term data integrity. By implementing these systematic approaches, you will transform disorganized files into accessible, high-value knowledge repositories. This experience empowers you to maintain reliable research systems that support accurate, data-driven decision-making.

What's included

4 videos4 readings5 assignments

4 videosTotal 20 minutes
  • The Reinhart-Rogoff Error: A Cautionary Tale6 minutes
  • Spot the Difference: Identifying Data Stages in Clinical Trials5 minutes
  • Walmart's Secret Weapon: Data Organization4 minutes
  • Building Your Naming Convention: A Step-by-Step Guide5 minutes
4 readingsTotal 24 minutes
  • The Three Stages of Data: Raw, Cleaned, and Analyzed5 minutes
  • Career Focus: The Data-Savvy Professional5 minutes
  • The Unseen Engine of Efficiency: A Strategic Approach to File Naming7 minutes
  • Career Focus: Your Data Organization Portfolio7 minutes
5 assignmentsTotal 65 minutes
  • The Research Rescue Project25 minutes
  • Hands-On Learning: Data Sherlock: Classifying Sample Files15 minutes
  • Knowledge Check: Data Stages Pop Quiz5 minutes
  • Hands-On Learning: The Great File Rename15 minutes
  • Knowledge Check: Data management Pop Quiz5 minutes

Govern and Evaluate Research Data Quality module builds data governance and quality management capabilities for research professionals. You will develop skills in applying metadata tagging for effective data governance and evaluating data quality against defined standards. Through practical application, you will build the technical capabilities needed to implement robust data management practices that ensure information integrity and accessibility.

What's included

4 videos3 readings3 assignments

4 videosTotal 27 minutes
  • What is Data Governance?7 minutes
  • How to Apply Metadata Tags in a Simulated Environment?6 minutes
  • When Good Data Goes Bad: A National Emergency6 minutes
  • How to Create a Remediation Ticket in Jira?8 minutes
3 readingsTotal 19 minutes
  • Decoding Data Governance Policies8 minutes
  • Understanding Data Quality Reports and KPIs7 minutes
  • Anatomy of an Effective Remediation Ticket4 minutes
3 assignmentsTotal 55 minutes
  • Data Governance and Quality Toolkit30 minutes
  • Hands-On Learning: Tagging the Legacy Dataset20 minutes
  • Knowledge Check: Interpreting Your Forecast5 minutes

R: Code, Import, Transform Data is your professional entry point into the world of data analysis. Designed for aspiring analysts, this module teaches you to write R scripts that take full control of your datasets. You will progress from understanding core syntax—variables, vectors, and data frames—to importing CSVs and performing essential cleaning tasks. Through hands-on labs, you will master selecting data and renaming columns for maximum clarity. By the end, you'll have built a functional script that prepares raw data for analysis, a fundamental skill used by organizations like the BBC. This experience provides the critical building blocks for a successful data-driven career.

What's included

4 videos2 readings3 assignments

4 videosTotal 24 minutes
  • What Are Variables and Vectors?7 minutes
  • How to Create Variables, Vectors, and Data Frames in R?6 minutes
  • From Raw Data to Key Insights6 minutes
  • From Import to Clean Data in R5 minutes
2 readingsTotal 22 minutes
  • Understanding R's Core Data Structure: The Data Frame10 minutes
  • The Data Import and Transformation Workflow12 minutes
3 assignmentsTotal 50 minutes
  • Write a Data-Cleaning R Script30 minutes
  • Hands-On Learning: Your First R Objects15 minutes
  • Knowledge Check: R Syntax Challenge5 minutes

Transform, Analyze, and Report Data with R is your gateway to robust, scalable analysis. Designed for aspiring analysts, this module teaches you to build sophisticated end-to-end projects using the "Tidyverse" approach. You'll master dplyr to create clean, pipe-based workflows for filtering and merging complex data. You will also master automation—the hallmark of modern analysis—using R Markdown to generate dynamic reports. Finally, you'll evaluate predictive models using diagnostic tools like ROC curves. By the end, you'll have a portfolio-ready project and the skills to build efficient, reproducible workflows. No prior R experience is necessary.

What's included

6 videos3 readings6 assignments

6 videosTotal 32 minutes
  • Why Data Wrangling is the Heart of Analysis?6 minutes
  • Mastering the dplyr Verbs6 minutes
  • The Power of Push-Button Reporting6 minutes
  • Introduction to knitr and Code Chunks4 minutes
  • Why is a Single "Accuracy" Score Not Enough?5 minutes
  • Evaluating a Classifier in R6 minutes
3 readingsTotal 32 minutes
  • A Guide to Data Wrangling: Tidy Principles and Table Joins10 minutes
  • Guide to R Markdown: Anatomy and Career Value10 minutes
  • Guide to Model Validation: Theory and Career Impact12 minutes
6 assignmentsTotal 85 minutes
  • End-to-End Customer Churn Analysis and Report30 minutes
  • Hands-On Learning: Create a Tidy Customer Dataset15 minutes
  • Knowledge Check: dplyr and Data Pipeline5 minutes
  • Hands-On Learning: Parameterize an Analytics Report15 minutes
  • Knowledge Check: R Markdown and Parameterization Quiz5 minutes
  • Hands-On Learning: Practice with Model Diagnostics15 minutes

Excel for Data Analysis is a beginner-friendly guide to transforming raw numbers into compelling business stories. You will move beyond basic data entry to master essential statistical functions like AVERAGE, STDEV, and COUNTIF, enabling you to summarize complex datasets and uncover key metrics. Beyond calculations, you’ll learn the art of visual storytelling using conditional formatting to highlight trends and outliers. Through real-world scenarios—from sales tracking to NPS analysis—you will develop the skills to answer critical business questions. This experience culminates in a hands-on project, building a summary report that turns data into actionable insights.

What's included

6 videos3 readings4 assignments

6 videosTotal 35 minutes
  • Finding a Story in 1.1 Billion Taxi Rides7 minutes
  • From Data to Decisions: Structured Analysis with the Core Four6 minutes
  • Applying Functions to the Bellabeat Dataset6 minutes
  • From Numbers to Narrative: Visualizing the Bellabeat Story5 minutes
  • Understanding Conditional Formatting Rules6 minutes
  • Step-by-Step: Highlighting Key Metrics in Bellabeat Data6 minutes
3 readingsTotal 25 minutes
  • Your Analytical Toolkit: Core Statistical Functions10 minutes
  • Career Spotlight: Preventing Stockouts with Visual Alerts7 minutes
  • Best Practices for Creating Clear Visual Reports8 minutes
4 assignmentsTotal 62 minutes
  • Customer Satisfaction Analysis Report30 minutes
  • Hands-On Learning: Quick Insights from Taxi Data13 minutes
  • Choosing Your Function: Inventory Scenario5 minutes
  • Hands-On Learning: Highlighting Customer Feedback14 minutes

Statistical Tests for Market Research builds essential capabilities for extracting defensible insights from raw data. You will develop a strong understanding of statistical functionality while mastering hypothesis testing to compare group differences. This module moves beyond simply running tests to explaining why they matter for business strategy. Through hands-on applications like A/B testing and customer satisfaction analysis, you will master the two-sample t-test in Excel. You'll learn to interpret critical metrics like the p-value and translate them into actionable recommendations. These foundational skills empower you to use statistical evidence to validate assumptions and drive data-driven decision-making.

What's included

3 videos2 readings5 assignments

3 videosTotal 23 minutes
  • Your Analyst Toolkit: A Tour of Statistical Software8 minutes
  • Hypothesis Testing Explained: The T-Test and P-Value6 minutes
  • How-To: Run and Read a T-Test in Excel9 minutes
2 readingsTotal 16 minutes
  • From Business Questions to Statistical Answers with Excel8 minutes
  • From Theory to Practice: T-Tests in a Professional Context8 minutes
5 assignmentsTotal 70 minutes
  • Your First Statistical Testing Portfolio Piece30 minutes
  • Hands-On Learning: Exploring Descriptive Statistics in Excel15 minutes
  • Knowledge Check: Choosing Your Tools and Concepts5 minutes
  • Hands-On Learning: Comparing Two Marketing Campaigns15 minutes
  • Knowledge Check: Interpreting T-Test Results5 minutes

Predict and Validate Regression Models in R is your professional entry point into the world of multiple linear regression. Designed for aspiring analysts, this module empowers you to build and interpret predictive models from the ground up. You will move beyond simply running code to critically evaluating performance through hands-on labs and real-world case studies. You will master diagnosing statistical assumptions using residual plots and assessing model reliability with k-fold cross-validation. By the end, you will build trustworthy models and generate dependable forecasts. This experience culminates in a validated, portfolio-ready project that supports strategic business decisions with confidence.

What's included

4 videos4 readings4 assignments

4 videosTotal 26 minutes
  • Beyond Accuracy: The Danger of a "Wrong" Model7 minutes
  • Building and Diagnosing a Regression Model in R7 minutes
  • The High-Stakes World of Clinical Trials7 minutes
  • Implementing 10-Fold Cross-Validation in R6 minutes
4 readingsTotal 24 minutes
  • The Anatomy of a Multiple Regression Model8 minutes
  • Connecting Your Skills to Your Career3 minutes
  • Understanding K-Fold Cross-Validation8 minutes
  • Your Future in Advanced Analytics5 minutes
4 assignmentsTotal 95 minutes
  • Predict and Validate Housing Prices30 minutes
  • Hands-On Learning: Build and Diagnose a Predictive Regression Model30 minutes
  • Knowledge Check: Interpreting Model Output and Diagnostics5 minutes
  • Hands-On Learning: Validate Model Stability with K-Fold Cross-Validation30 minutes

Data Pipeline and Model Validation Lab is where you build a professional, reproducible R workflow. You will integrate data from multiple sources—CSVs, Excel, and JSON—while applying governance standards through automated metadata tagging and standardized cleaning. Using the tidyverse and dplyr, you'll develop pipe-based scripts to merge complex datasets and create parameterized R Markdown reports. The module culminates in building a multiple linear regression model, validated through 5-fold cross-validation and diagnostic plots. By the end, you will have a project demonstrating the technical and governance skills required for senior analytical roles.

What's included

2 readings1 assignment

2 readingsTotal 6 minutes
  • Why This Project Matters3 minutes
  • Project Requirements3 minutes
1 assignmentTotal 110 minutes
  • Project: Reproducible Data Pipeline and Model Validation Lab110 minutes

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Frequently asked questions

No. This course is designed for beginners, providing a comprehensive introduction to R programming and data analysis. You'll start with foundational concepts and gradually build skills through hands-on exercises and practical examples.

You'll gain proficiency in R, RStudio, the Tidyverse ecosystem, R Markdown, and techniques for ethical data analysis and model validation.

This course builds skills for data analyst, market research, business intelligence, and data science roles across industries like technology, consulting, market research, and finance.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. 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 Certificate, 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.

Financial aid available,

¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.