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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/quantitative-research
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课程名称：定量研究 课程概述：在本课程中，您将获得关于市场营销的洞察，以帮助判断市场中是否存在实际机会，并评估其对您所在组织或客户的价值和可行性。 第一周：评估创建定量调查所采用的方法及其优缺点，明确应该询问的题型，并避免模糊不清的调查问题。 第二周：通过识别目标受众和最大化响应率来设计、测试和实施调查。您将有机会使用调查软件工具Qualtrics来启动自己的调查。 第三周：分析可以应用于您的市场数据的统计模型，以便能够就营销组合做出基于数据的决策。 第四周：预测营销决策的最可能结果，并匹配您商业问题所需的分析类型。 该课程可以作为市场研究专业化的独立课程进行学习。在参加此课程之前，您应具备完成该专业第二门课程“定性研究”的相应经验。完成该专业的第三门课程后，您将获得成功完成整个项目所需的技能。 课程大纲： 1. **开始和准备设计定量市场调查**：识别商业目标，评估定量研究的适用性。基于定性发现来帮助设计调查，讨论各种调查类型并采取步骤设计和实施调查，同时识别和避免常见的调查陷阱。 2. **设计和实施定量调查**：划定市场细分并选择调查方法，识别合适的样本来源并确定样本大小，同时最大化响应率。设计问卷和适当的响应选项，执行调查问题的质量控制和测试并发布调查。 3. **分析调查**：审查您的调查数据并寻找错误，采用描述性和推断性分析技术分析调查，以验证假设。进行关联分析和因果分析。请注意，本模块包含较多的统计相关数学，提供了自我练习的小测验以帮助巩固学习内容。 4. **评估方法并解释定量研究结果**：评估分析数据的各种方法，在分析过程中考虑多个变量并能够解释结果。本模块同样包含较多的统计相关数学，并提供了自我练习的小测验以帮助巩固学习内容。
Name:Getting Started and Preparing to Design a Quantitative Survey for Market Research
Description: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.
Name:Designing and Implementing a Quantitative Survey
Description: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.
Name:Analyzing a Survey
Description: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.
Name:Assess Approaches and Interpret Quantitative Study Results
Description: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.
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.
