Quantitative Research
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Quantitative Research
This course is part of Market Research Specialization
Instructors: Susan Berman
38,869 already enrolled
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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
- Target Market
- Data-Driven Decision-Making
- Statistical Methods
- Data Collection
- Statistical Modeling
- Data Validation
- Survey Creation
- Market Opportunities
- Data Analysis
- Marketing Analytics
- Target Audience
- Business Research
- Data-Driven Marketing
- Surveys
- Statistical Analysis
- Probability & Statistics
- Statistical Hypothesis Testing
- Advanced Analytics
- Market Research
- Quantitative Research
Details to know
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- Gain a foundational understanding of a subject or tool
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- Earn a shareable career certificate
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 readings4 assignments
13 videos•Total 60 minutes
- Course Introduction•4 minutes
- Introduction to Preparing to Design a Quantitative Survey for Market Research•2 minutes
- Identifying Business Objectives•5 minutes
- Assessing Suitability of Quantitative Research•6 minutes
- Building On Qualitative Findings to Inform a Quantitative Survey•5 minutes
- Introduction to Various Types of Quantitative Surveys•2 minutes
- Online Surveys•5 minutes
- Telephone Surveys•5 minutes
- In-Person Surveys•4 minutes
- Direct Mail Surveys•4 minutes
- Steps to Design and Implement a Survey - Part 1•8 minutes
- Steps to Design and Implement a Survey - Part 2•5 minutes
- Recognizing and Avoiding Common Pitfalls•7 minutes
4 readings•Total 41 minutes
- Course Navigation and Safety Statement•1 minute
- Back to Basics: Six Essential Skills for Telephone Interviewing•15 minutes
- Qualtrics: 10 Tips for Building Effective Surveys•15 minutes
- 6 Common Survey Writing Mistakes in Market Research•10 minutes
4 assignments•Total 90 minutes
- Knowledge Check 1•15 minutes
- Knowledge Check-2•15 minutes
- Knowledge Check 3•30 minutes
- Module 1 Quiz•30 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 readings3 assignments1 discussion prompt
12 videos•Total 67 minutes
- Introduction to Designing and Implementing a Quantitative Survey•1 minute
- Delineating the Market Segment•7 minutes
- Selecting the Survey Methods•8 minutes
- Maximizing Response Rates•5 minutes
- Maximizing Response Rates: Administering a Survey•5 minutes
- Maximizing Response Rates: Level of Trust•5 minutes
- Selecting Appropriate Sample Sources•8 minutes
- Determining Appropriate Sample Size•5 minutes
- Designing a Questionnaire•6 minutes
- Designing Appropriate Response Options•6 minutes
- Performing Quality Control•8 minutes
- Pre-Testing Your Survey•4 minutes
4 readings•Total 50 minutes
- Quirk's: What Everyone Needs to Know About Sampling•10 minutes
- Sample Size Calculator•5 minutes
- 7 Tips for Good Survey Questions•5 minutes
- Qualtrics Resources•30 minutes
3 assignments•Total 210 minutes
- Module 2 Quiz•30 minutes
- Design a Quantitative Survey•90 minutes
- Honors Assignment: Build and Distribute an Online Survey•90 minutes
1 discussion prompt•Total 10 minutes
- Questionnaire Brainstorming•10 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 videos•Total 59 minutes
- Analyzing a Survey Introduction•1 minute
- Reviewing Your Data and Looking for Errors•5 minutes
- The Importance of Scales•6 minutes
- Descriptive Analysis: Nominal Data•6 minutes
- Descriptive Analysis: Ordinal and Interval Data•5 minutes
- Inferential Analysis: Confidence Interval•6 minutes
- Testing Hypotheses, Part 1: Overview•3 minutes
- Testing Hypotheses, Part 2: An Example Application•7 minutes
- Association Analysis: Comparing Groups of People•5 minutes
- Association Analysis: Chi-Square Test•6 minutes
- Association Analysis: Correlation Analysis•2 minutes
- Causal Analysis•6 minutes
3 readings•Total 85 minutes
- Making Sense of Survey Data•30 minutes
- Sampling and Samples•45 minutes
- Datasets for Module 3 Lectures•10 minutes
6 assignments•Total 100 minutes
- Sampling Activity•10 minutes
- Scales Practice Activity•10 minutes
- Descriptive Analysis Activity•20 minutes
- Statistical Analysis Practice Activity•20 minutes
- Causal Analysis Practice Activity•10 minutes
- Module 3 Quiz•30 minutes
1 discussion prompt•Total 20 minutes
- Nominal, Ordinal, and Interval Data•20 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 readings4 assignments1 discussion prompt
10 videos•Total 38 minutes
- Assess Approaches and Interpret Study Results Introduction•1 minute
- Regression and Errors•7 minutes
- Multiple Variables•4 minutes
- Using Multiple Variables•4 minutes
- Multiple Regressions: Understanding What Drives Pricing•3 minutes
- Binary Regression•5 minutes
- Segmentation and Cluster Analysis•4 minutes
- Factor Analysis•5 minutes
- Conjoint Analysis•5 minutes
- Course Summary•1 minute
3 readings•Total 85 minutes
- Using Multiple Variables Dataset•10 minutes
- Regression Analysis•30 minutes
- Quantitative Data Analysis Techniques for Data-Driven Marketing•45 minutes
4 assignments•Total 145 minutes
- Anscombe's Quartet•15 minutes
- Multiple Regressions Practice Activity•10 minutes
- Module 4 Quiz•30 minutes
- Quantitative Analysis of Survey Results•90 minutes
1 discussion prompt•Total 10 minutes
- Self-Reflection•10 minutes
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Reviewed on Jul 6, 2020
Its a platform to enhance your skills and learn the things efficiently with a practical approachThanks to Coursera Team
Reviewed on Nov 4, 2020
This course helped me understand the relavant knowledge to undertake Quantitative Research.Thanks a lot to the Instructors.John Paco
Reviewed on Mar 3, 2022
I enjoyed every bit of the course content most especially the analytical aspect of it. I have indeed acquired an invaluable skill. Thanks to our amazing instructors.
Frequently asked questions
You'll learn how to turn a marketing question into a quantitative study and use the results to guide decisions. It starts with deciding when quantitative research fits, then moves into questionnaire design, sampling, survey launch, and data analysis, including descriptive statistics and regression. Along the way, you'll design a survey and analyze a smartphone survey dataset in peer-reviewed work.
Not necessarily, but some equivalent background is expected. The course recommends experience on par with the earlier Qualitative Research course, because it builds on qualitative findings and moves quickly into survey design and analysis. Some comfort with statistics will also help, since the later modules include a fair amount of math.
Not really for complete beginners. It works best if you already know the basics of market research and want to move into quantitative surveys, sampling, and data analysis. If you're brand new to research design or statistics, the intermediate pace may feel fast.
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