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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/market-research-course-1
课程评论：没有评论
课程名称：市场研究导论 课程概述：本课程专注于市场研究的基础知识。您将了解市场研究的本质、研究过程及研究提案的重要性。重点将放在问题的形成、解决、研究问题和研究目标的制定上。课程最后将讨论市场研究的伦理问题。成功完成此课程的学习者将能够： - 讨论市场研究的基本原理 - 反思研究过程 - 制定研究问题和研究目标 - 开发研究提案 - 了解市场研究中的伦理问题 该课程适合市场研究分析师、社交媒体策略师、市场经理、产品经理和市场研究员等相关人员。 课程大纲： 第一周：本周重点关注研究的基础知识及学习市场研究的动机。我们定义市场研究，并讨论市场研究与营销研究之间的区别。同时，关注市场情报与市场研究的区别，讨论市场研究过程的各个阶段及市场研究问题的识别与形成重要性。本周结束时将讨论市场研究提案的组成部分。 第二周：本周开始理解理论、研究假设与命题以及对立的研究理念。接下来讨论市场研究的伦理问题。本周最后介绍定量和定性研究方法。 第三周：本周首先定义研究设计，然后讨论不同类型的研究设计以及研究设计中的错误问题，并以实地调研及不同类型数据的讨论结束。 第四周：本周从数据准备分析及研究项目规划开始，继续讨论编码及如何准备代码手册，以及数据准备与分析及测量尺度。最后，结束于报告准备与展示。
Name:Week 1
Description:This week focuses on the fundamentals of research and the motivations of studying market research. We define market research and we discuss the differences between market research and marketing research. Attention is devoted to marketing intelligence vs market research. The various stages of the market research process are discussed and the importance of market research problem identification and formulation is discussed. The week finishes with a discussion regarding the components of the market research proposal.
Name:Week 2
Description:The week commences with an understanding of theory, research hypotheses and propositions and opposing research philosophies. The week continues with ethics in market research. The week ends with an introduction regarding quantitative and qualitative research approaches.
Name:Week 3
Description:This week focuses on the fundamentals of research and commences with a definition of research design and continues with the identification and discussion of the different types of research design. Errors in research design are discussed and the week finishes with fieldwork and a discussion of the different types of data.
Name:Week 4
Description:The week commences with data preparation analysis and how to plan the research project. The week continues with coding and how to prepare a codebook and with data preparation and analysis and scales of measurement. The week ends with report preparation and presentation.
This course concentrates on the foundations of market research. You will be introduced to the essentials and nature of market research, the research process and the importance of a research proposal. Focus will be devoted to problem formulation, problem solving, research questions and research objectives. The course will be completed with a discussion of ethics on market research. Learners who successfully complete this course will be able to: - Discuss the fundamentals of market research - Reflect on the research process - Formulate research questions and research objectives - Develop a research proposal - Ethics in market research This course is for market research analysts, social media strategists, marketing managers, product managers and market researchers.
