"Finding the Story in the Data” is the most important emerging capability for market researchers. This specialization by University of California, Davis equips learners with a comprehensive marketing research approach. Through this course, students will learn to initiate and conduct research, analyze data, manage specialized suppliers, and deliver insightful recommendations to stakeholders.
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This specialization consists of four modules: Research Proposal, Qualitative Research, Quantitative Research, and Research Report. Each module equips learners with key skills and knowledge essential for conducting effective market research.
Determine possible market research constraints and appropriate questions in the research planning process.
Explain limitations and risks of qualitative research and demonstrate effective recruiting strategies for focus group participation.
Create an effective questionnaire, launch surveys, and analyze data using best practices for writing questions and response options.
Synthesize research findings, develop insights, and effectively deliver recommendations to stakeholders.
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