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所在平台: Udemy |
课程主页: https://www.udemy.com/course/market-research-an-introduction-to-questionnaire-design/
课程评论：没有评论
Coursera课程《Survey Secrets: Unleashing Market Insights》是一门关于如何设计高效、智能且直击重点的问卷的课程。本课程强调优质的研究源于精心设计的问卷，并涵盖了从调查研究到焦点小组等多种研究方法。 课程内容主要围绕三大核心板块展开： * **Screeners (筛选器)：** 深入探讨如何创建、使用和执行有效的筛选器，以确保参与调查的受访者最符合研究目标。 * **Survey Design (问卷设计)：** 教授各种提问技巧，旨在最大限度地减少偏差，控制不必要的干扰因素，从而获得更准确的研究结果。 * **Discussion Guides (讨论指南)：** 通过分析真实的讨论指南，展示“向上追溯法”（laddering）等技巧如何为研究主题增加深度，同时保持研究目标的高度聚焦。 本课程适合对市场研究、企业决策以及如何理解和触达潜在客户感兴趣的学习者。无需任何市场研究的专业背景，即可有效学习本课程。课程中穿插了多个真实案例，并融合了定性市场研究的多种元素。
The best research comes from well-written questionnaires. From survey research to focus groups, there are a variety of styles and substantive cues that can be used to create a questionnaire that's engaging and efficient.This class is all about how to design a questionnaire that's effective, smart and one that gets to the right points without being too long. It utilizes several real life examples and incorporates various elements of qualitative market research.The focal points of this class are SCREENERS, SURVEY DESIGN and DISCUSSION GUIDES.In the section on SCREENERS we look at how effective screeners are created, utilized and actioned upon,In SURVEY DESIGN we look at a variety of ways that questions can be designed to minimize bias and control for unwanted effects. In DISCUSSION GUIDES we peer into a real life discussion guide and look at how laddering can help add dimension to a topic while staying razor focused on reaching the objectives of a project. Students should take this class if they have an interest in market research. in building answers for your business and in figuring out smart ways to reach out to their potential customers.You do not need any formal background in market research to effectively take this course.
