Market Research Data Analysis and Governance with R
Keep adding new skills with 10,000+ programs for $239 (usually $399). Save now.
Market Research Data Analysis and Governance with R
This course is part of Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate
Included with
Ask Coursera
Recommended experience
Recommended experience
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.
Skills you'll gain
Tools you'll learn
Details to know
April 2026
See how employees at top companies are mastering in-demand skills
Build your Data Analysis 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 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 videos•Total 28 minutes
- What are AI-Powered Thematic Summaries?•7 minutes
- A Tale of Two Prompts: Good vs. Bad Examples•8 minutes
- The Double-Edged Sword of Synthetic Data•6 minutes
- What to Look For: Identifying Bias and Privacy Leaks•7 minutes
3 readings•Total 20 minutes
- Foundations of Prompt Engineering for Qualitative Insights•7 minutes
- A Framework for Iterative Prompt Refinement•6 minutes
- Understanding the Risks: Privacy, Bias, and Fidelity in Synthetic Data•7 minutes
4 assignments•Total 85 minutes
- AI Ethics and Application Project•30 minutes
- Hands-On Learning: Your First AI-Augmented Summary•30 minutes
- Knowledge Check: Principles of AI Summarization•5 minutes
- Hands-On Learning: Drafting an Ethical Mitigation Plan•20 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 videos•Total 20 minutes
- The Reinhart-Rogoff Error: A Cautionary Tale•6 minutes
- Spot the Difference: Identifying Data Stages in Clinical Trials•5 minutes
- Walmart's Secret Weapon: Data Organization•4 minutes
- Building Your Naming Convention: A Step-by-Step Guide•5 minutes
4 readings•Total 24 minutes
- The Three Stages of Data: Raw, Cleaned, and Analyzed•5 minutes
- Career Focus: The Data-Savvy Professional•5 minutes
- The Unseen Engine of Efficiency: A Strategic Approach to File Naming•7 minutes
- Career Focus: Your Data Organization Portfolio•7 minutes
5 assignments•Total 65 minutes
- The Research Rescue Project•25 minutes
- Hands-On Learning: Data Sherlock: Classifying Sample Files•15 minutes
- Knowledge Check: Data Stages Pop Quiz•5 minutes
- Hands-On Learning: The Great File Rename•15 minutes
- Knowledge Check: Data management Pop Quiz•5 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 videos•Total 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 Emergency•6 minutes
- How to Create a Remediation Ticket in Jira?•8 minutes
3 readings•Total 19 minutes
- Decoding Data Governance Policies•8 minutes
- Understanding Data Quality Reports and KPIs•7 minutes
- Anatomy of an Effective Remediation Ticket•4 minutes
3 assignments•Total 55 minutes
- Data Governance and Quality Toolkit•30 minutes
- Hands-On Learning: Tagging the Legacy Dataset•20 minutes
- Knowledge Check: Interpreting Your Forecast•5 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 videos•Total 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 Insights•6 minutes
- From Import to Clean Data in R•5 minutes
2 readings•Total 22 minutes
- Understanding R's Core Data Structure: The Data Frame•10 minutes
- The Data Import and Transformation Workflow•12 minutes
3 assignments•Total 50 minutes
- Write a Data-Cleaning R Script•30 minutes
- Hands-On Learning: Your First R Objects•15 minutes
- Knowledge Check: R Syntax Challenge•5 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 videos•Total 32 minutes
- Why Data Wrangling is the Heart of Analysis?•6 minutes
- Mastering the dplyr Verbs•6 minutes
- The Power of Push-Button Reporting•6 minutes
- Introduction to knitr and Code Chunks•4 minutes
- Why is a Single "Accuracy" Score Not Enough?•5 minutes
- Evaluating a Classifier in R•6 minutes
3 readings•Total 32 minutes
- A Guide to Data Wrangling: Tidy Principles and Table Joins•10 minutes
- Guide to R Markdown: Anatomy and Career Value•10 minutes
- Guide to Model Validation: Theory and Career Impact•12 minutes
6 assignments•Total 85 minutes
- End-to-End Customer Churn Analysis and Report•30 minutes
- Hands-On Learning: Create a Tidy Customer Dataset•15 minutes
- Knowledge Check: dplyr and Data Pipeline•5 minutes
- Hands-On Learning: Parameterize an Analytics Report•15 minutes
- Knowledge Check: R Markdown and Parameterization Quiz•5 minutes
- Hands-On Learning: Practice with Model Diagnostics•15 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 videos•Total 35 minutes
- Finding a Story in 1.1 Billion Taxi Rides•7 minutes
- From Data to Decisions: Structured Analysis with the Core Four•6 minutes
- Applying Functions to the Bellabeat Dataset•6 minutes
- From Numbers to Narrative: Visualizing the Bellabeat Story•5 minutes
- Understanding Conditional Formatting Rules•6 minutes
- Step-by-Step: Highlighting Key Metrics in Bellabeat Data•6 minutes
3 readings•Total 25 minutes
- Your Analytical Toolkit: Core Statistical Functions•10 minutes
- Career Spotlight: Preventing Stockouts with Visual Alerts•7 minutes
- Best Practices for Creating Clear Visual Reports•8 minutes
4 assignments•Total 62 minutes
- Customer Satisfaction Analysis Report•30 minutes
- Hands-On Learning: Quick Insights from Taxi Data•13 minutes
- Choosing Your Function: Inventory Scenario•5 minutes
- Hands-On Learning: Highlighting Customer Feedback•14 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 videos•Total 23 minutes
- Your Analyst Toolkit: A Tour of Statistical Software•8 minutes
- Hypothesis Testing Explained: The T-Test and P-Value•6 minutes
- How-To: Run and Read a T-Test in Excel•9 minutes
2 readings•Total 16 minutes
- From Business Questions to Statistical Answers with Excel•8 minutes
- From Theory to Practice: T-Tests in a Professional Context•8 minutes
5 assignments•Total 70 minutes
- Your First Statistical Testing Portfolio Piece•30 minutes
- Hands-On Learning: Exploring Descriptive Statistics in Excel•15 minutes
- Knowledge Check: Choosing Your Tools and Concepts•5 minutes
- Hands-On Learning: Comparing Two Marketing Campaigns•15 minutes
- Knowledge Check: Interpreting T-Test Results•5 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 videos•Total 26 minutes
- Beyond Accuracy: The Danger of a "Wrong" Model•7 minutes
- Building and Diagnosing a Regression Model in R•7 minutes
- The High-Stakes World of Clinical Trials•7 minutes
- Implementing 10-Fold Cross-Validation in R•6 minutes
4 readings•Total 24 minutes
- The Anatomy of a Multiple Regression Model•8 minutes
- Connecting Your Skills to Your Career•3 minutes
- Understanding K-Fold Cross-Validation•8 minutes
- Your Future in Advanced Analytics•5 minutes
4 assignments•Total 95 minutes
- Predict and Validate Housing Prices•30 minutes
- Hands-On Learning: Build and Diagnose a Predictive Regression Model•30 minutes
- Knowledge Check: Interpreting Model Output and Diagnostics•5 minutes
- Hands-On Learning: Validate Model Stability with K-Fold Cross-Validation•30 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 readings•Total 6 minutes
- Why This Project Matters•3 minutes
- Project Requirements•3 minutes
1 assignment•Total 110 minutes
- Project: Reproducible Data Pipeline and Model Validation Lab•110 minutes
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Explore more from Data Analysis
Course
Course
Course
- C
Coursera
Course
Why people choose Coursera for their career
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.
More questions
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.
