About this Course
4.5
126 ratings
18 reviews

Course 1 of 4 in the

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

At least 2 years of business experience.

Approx. 12 hours to complete

Suggested: 4 weeks of study, 2-5 hours/week...

English

Subtitles: English, Arabic

What you will learn

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    Determine possible market research constraints and be able to determine the appropriate questions to ask in the research planning process

  • Check

    Assess the credibility and value of secondary research

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    Apply basic sampling theory to a given situation

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    Compose a professionally packaged research plan or proposal

Skills you will gain

Market ResearchResearch MethodsProduct ResearchMarketing Intelligence

Course 1 of 4 in the

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Intermediate Level

At least 2 years of business experience.

Approx. 12 hours to complete

Suggested: 4 weeks of study, 2-5 hours/week...

English

Subtitles: English, Arabic

Syllabus - What you will learn from this course

Week
1
2 hours to complete

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. ...
9 videos (Total 31 min), 5 readings, 1 quiz
9 videos
Survey to Build Our Database1m
Introduction to Market Research53s
Defining Market Research3m
Motivation for Market Research5m
Requests for Market Research3m
The Services, Roles, and Qualities of a Market Researcher3m
Complexities, Constraints, and Questions to Ask4m
Planning a Response to a Market Research Inquiry5m
5 readings
A Note from UC Davis10m
Take the Specialization Smartphone Survey15m
Market Research Is the Answer to 'Uberization' and the Customer Challenges of the 21st Century10m
20 Market Research Questions to Ask Your Customers10m
13 Questions Every Marketing Consultant Should Ask Prospects15m
1 practice exercise
Module 1 Quiz30m
Week
2
2 hours to complete

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....
8 videos (Total 41 min), 3 readings, 1 quiz
8 videos
The Importance of Secondary and Internal Research6m
Secondary and Internal Research in the Planning Process6m
Starting Cold with Secondary and Internal Research6m
Pros and Cons of Secondary and Internal Research5m
Three Levels of a Professional Market Researcher6m
Budget Considerations While Initiating Market Research5m
Developing Your Research Skills Further2m
3 readings
Quirk's: Time-Saving Tips for Conducting Secondary Research10m
Quirk's: Save Money - Conduct Secondary Research10m
Quirk's: Meta-Analysis Offers Research on Research for MR15m
1 practice exercise
Module 2 Quiz30m
Week
3
2 hours to complete

Primary Research Introduction

In this module, you will be able to discuss various primary research methods for collecting data. You will be able to define what primary research is and be able to choose the appropriate method for your proposal. You will be able to consider various sampling and survey methods and even the less used observational method....
7 videos (Total 33 min), 2 readings, 1 quiz
7 videos
Defining Primary Research4m
Sampling and a Sampling Frame4m
Deciding on the Kind of Sampling and How Many to Sample6m
Observational Research4m
Surveys6m
Methods and Tools in Qualitative Research5m
2 readings
Quirk's: What Everyone Needs to Know About Sampling10m
Quirk's: Forget Exact Science: Drawing Conclusions from Observational Research15m
1 practice exercise
Module 3 Quiz30m
Week
4
5 hours to complete

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. ...
8 videos (Total 33 min), 1 reading, 2 quizzes
8 videos
How a Research Plan or Proposal Might be Presented4m
Components of a Research Plan or Proposal (Part 1)6m
Components of a Research Plan or Proposal (Part 2)6m
Packaging the Research Plan or Proposal3m
How to Follow Up with Your Client4m
You Won the Project, Now What?5m
Course Summary1m
1 reading
Six Keys to Writing a Great Proposal15m
1 practice exercise
Module 4 Quiz30m
4.5
18 ReviewsChevron Right

33%

started a new career after completing these courses

22%

got a tangible career benefit from this course

14%

got a pay increase or promotion

Top Reviews

By MANov 20th 2018

It's my pleasure to have this course. It help me to accelerate my potentiality to design a proposal with all the knowledge along the 4 weeks. Thanks very much for this opportunity.

By MGAug 15th 2018

This is a very good introduction to initiating a research proposal. I am really grateful to Jim Fong and his team for the valuable insights.

Instructor

Avatar

Jim Fong

Director, UPCEA Center for Research and Marketing Strategy
UC Davis Division of Continuing and Professional Education

About University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

About the Market Research Specialization

"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....
Market Research

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, 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. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.