本課程是市场调查專項課程專項課程的一部分

4.6
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807 個評分

Jim Fong

52,047 人已註冊

提供方

市场调查專項課程加州大学戴维斯分校

課程信息

37,527 次近期查看

Market Research is a growing and important field that is used in many industries around the world. Given all the data that is collected whether by organizations, industries, social media, governments, etc., it’s important that someone can review and sift through all the noise to provide valuable insights. And that’s where you come in as a market researcher. This course will only scratch the surface and provide you a foundational understanding of this field.
In this course, you will be able to define market research and identify some tools used in the industry. You will be able to discuss the importance of secondary and internal research in terms of the planning process. You will be able to define what primary research is and identify the various ways to conduct primary research. You will be able to focus on an actual research plan or proposal for your peer review project. You will be able to compose a response to a request for a proposal or research plan and be able to address the various components of the proposal and package it in a professional manner.

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第 1 門課程（共 4 門）

市场调查專項課程

中級

At least 2 years of business experience.

完成時間大約為11 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

您將學到的內容有

Determine possible market research constraints and be able to determine the appropriate questions to ask in the research planning process
Assess the credibility and value of secondary research
Apply basic sampling theory to a given situation
Compose a professionally packaged research plan or proposal

您將獲得的技能

Market Research
Research Methods
Product Research
Marketing Intelligence

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

第 1 門課程（共 4 門）

市场调查專項課程

中級

At least 2 years of business experience.

完成時間大約為11 小時

英語（English）

對員工進行熱門技能培訓能否為您的公司帶來益處？

體驗 Coursera 企業版

授課教師

授課教師評分

4.55/5 （185 個評分）

Jim Fong

Director, UPCEA Center for Research and Marketing Strategy

UC Davis Division of Continuing and Professional Education

52,047 個學生

1 門課程

提供方

加州大学戴维斯分校

了解頂級公司的員工如何掌握熱門技能

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授課大綱 - 您將從這門課程中學到什麼

內容評分96%（3,857 個評分）

週

週 1

完成時間為 2 小時

Getting Started and Introduction to Market Research

In this module, you will be able to define what market research is and identify the tools that are used. You will be able to discuss the various motivations behind a research inquiry and what goes into a market research request. You will define the services, the roles and the qualities of a market researcher. You will also be able to identify constraints to help you ask the right questions. Finally, you will be able to respond to a market research proposal.

完成時間為 2 小時

9 個視頻（總計 31 分鐘）, 5 個閱讀材料, 1 個測驗

9 個視頻

Course Introduction3分鐘

Survey to Build Our Database1分鐘

Introduction to Market Research53

Defining Market Research3分鐘

Motivation for Market Research5分鐘

Requests for Market Research3分鐘

The Services, Roles, and Qualities of a Market Researcher3分鐘

Complexities, Constraints, and Questions to Ask4分鐘

Planning a Response to a Market Research Inquiry5分鐘

5 個閱讀材料

A Note from UC Davis10分鐘

Take the Specialization Smartphone Survey15分鐘

Market Research Is the Answer to 'Uberization' and the Customer Challenges of the 21st Century10分鐘

20 Market Research Questions to Ask Your Customers10分鐘

13 Questions Every Marketing Consultant Should Ask Prospects15分鐘

1 個練習

Module 1 Quiz30分鐘

週

週 2

完成時間為 2 小時

Secondary and Internal Research

In this module, you will be able to recognize the importance of secondary and internal research in the planning process. You will be able to assess the value and credibility of the secondary and internal data you have at your disposal. You will also be able to identify a starting point should a new client approach you. You will recognize the pros and cons of each method of research. And you will be able to budget appropriately and decide what type of market researcher you need or want to be for a given project.

完成時間為 2 小時

8 個視頻（總計 41 分鐘）, 3 個閱讀材料, 1 個測驗

8 個視頻

Introduction to Secondary and Internal Research1分鐘

The Importance of Secondary and Internal Research6分鐘

Secondary and Internal Research in the Planning Process6分鐘

Starting Cold with Secondary and Internal Research6分鐘

Pros and Cons of Secondary and Internal Research5分鐘

Three Levels of a Professional Market Researcher6分鐘

Budget Considerations While Initiating Market Research5分鐘

Developing Your Research Skills Further2分鐘

3 個閱讀材料

Quirk's: Time-Saving Tips for Conducting Secondary Research10分鐘

Quirk's: Save Money - Conduct Secondary Research10分鐘

Quirk's: Meta-Analysis Offers Research on Research for MR15分鐘

1 個練習

Module 2 Quiz30分鐘

週

週 3

完成時間為 2 小時

Primary Research Introduction

完成時間為 2 小時

7 個視頻（總計 33 分鐘）, 2 個閱讀材料, 1 個測驗

7 個視頻

Introduction to Primary Research1分鐘

Defining Primary Research4分鐘

Sampling and a Sampling Frame4分鐘

Deciding on the Kind of Sampling and How Many to Sample6分鐘

Observational Research4分鐘

Surveys6分鐘

Methods and Tools in Qualitative Research5分鐘

2 個閱讀材料

Quirk's: What Everyone Needs to Know About Sampling10分鐘

Quirk's: Forget Exact Science: Drawing Conclusions from Observational Research15分鐘

1 個練習

Module 3 Quiz30分鐘

週

週 4

完成時間為 5 小時

Research Plan or Proposal

In this module, you will be able to write a research proposal for a client. You will be able to recognize and take action when a proposal has been requested. You will be able to collect and compose the necessary proposal requirements and be able to professionally package your proposal. You will be able to apply strategies on how to follow-up with a client about your proposal and be able to take action when you are awarded the bid.

完成時間為 5 小時

8 個視頻（總計 33 分鐘）, 1 個閱讀材料, 2 個測驗

8 個視頻

Introduction to Market Research Plan or Proposal1分鐘

How a Research Plan or Proposal Might be Presented4分鐘

Components of a Research Plan or Proposal (Part 1)6分鐘

Components of a Research Plan or Proposal (Part 2)6分鐘

Packaging the Research Plan or Proposal3分鐘

How to Follow Up with Your Client4分鐘

You Won the Project, Now What?5分鐘

Course Summary1分鐘

1 個閱讀材料

Six Keys to Writing a Great Proposal15分鐘

1 個練習

Module 4 Quiz30分鐘

審閱

4.6

179 條評論

5 stars
67.41%
4 stars
26.76%
3 stars
3.34%
2 stars
0.86%
1 star
1.61%

來自RESEARCH PROPOSAL: INITIATING RESEARCH的熱門評論

由 PL 提供2021年4月19日

What a great certifie! I would like to recommend all of you who are seeking a first step to start learning about a market research study.

由 VG 提供2019年4月15日

This course is a great introduction to the market research. For me its important to have more examples of RFPs as templates

由 LB 提供2017年9月28日

Nice approach, clear in information, good supporting materials. For non English native speakers (students) it would be nice if Jim would talk al a little slower.

由 SA 提供2020年12月27日

It's a very good way to learn writing abstract of market research and these skills are very useful in our professional life and future career.

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關於市场调查專項課程

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data.

Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders.

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课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
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Research Proposal: Initiating Research

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