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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/research-proposal-initiating-research
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课程名称：研究提案：启动研究 课程概述：市场研究是一个不断增长且重要的领域，广泛应用于全球多个行业。随着组织、行业、社交媒体和政府等收集大量数据，能够评估和提炼这些数据以提供有价值的见解至关重要。这正是作为市场研究员的你所需扮演的角色。此课程将为你提供该领域的基础知识。 在本课程中，你将能够定义市场研究并识别行业中使用的一些工具。你将能够讨论二次和内部研究在规划过程中的重要性。你还将定义何为初级研究，并识别进行初级研究的各种方法。课程还将帮助你专注于为同伴评审项目制定实际的研究计划或提案。你将能够回应对提案或研究计划的请求，并能够以专业的方式处理提案的各个组成部分。 课程大纲： 1. **开始与市场研究导论** - 描述：在这一模块中，你将能够定义市场研究，并识别所用的工具，讨论研究询问的动机及市场研究请求的构成，明确市场研究员的服务、角色及素质，识别约束条件来提出正确的问题，最后回应市场研究提案。 2. **二次与内部研究** - 描述：在这一模块中，你将认识到二次研究和内部研究在规划过程中的重要性，评估可用的二次和内部数据的价值与可信度，识别新客户接洽时的起点，了解每种研究方法的优缺点，并合理预算，决定在特定项目中你想成为或需要的市场研究员类型。 3. **初级研究导论** - 描述：在这一模块中，你将讨论多种收集数据的初级研究方法，定义何为初级研究，并选择适合你提案的方法；考虑不同的抽样和调查方法，甚至探索不太常用的观察法。 4. **研究计划或提案** - 描述：在这一模块中，你能够为客户撰写研究提案，识别并采取行动以回应提案请求，收集并编写必要的提案要求，专业地包装你的提案，运用策略跟进客户的提案事宜，并在成功中标后采取相应行动。 本课程将为你奠定市场研究领域的基础，提升你的专业技能，帮助你在实际工作中更好地发挥作用。
Name:Getting Started and Introduction to Market Research
Description: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.
Name:Secondary and Internal Research
Description: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.
Name:Primary Research Introduction
Description: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.
Name:Research Plan or Proposal
Description: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.
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.
