Market Research Specialization Course Syllabus

Overview: This specialization provides a comprehensive introduction to market research, guiding learners through the full research process from planning to presentation. With approximately 57 hours of content across four courses, learners will gain hands-on experience in qualitative and quantitative methods, data analysis, and delivering actionable insights. Each module combines theory with practical projects, ensuring real-world applicability for marketing and business professionals.

Module 1: Research Proposal: Initiating Research

Estimated time: 11 hours

• Determining research constraints and objectives
• Asking the right research questions
• Assessing secondary research sources
• Basic sampling theory and techniques
• Composing a complete research proposal

Module 2: Qualitative Research

Estimated time: 14 hours

• Understanding qualitative methods and limitations
• Designing moderator and focus group guides
• Developing participant recruitment strategies
• Analyzing qualitative data effectively
• Preparing a comprehensive focus group report

Module 3: Quantitative Research

Estimated time: 17 hours

• Designing effective questionnaires and surveys
• Understanding response options and measurement scales
• Launching and managing survey data collection
• Computing and interpreting descriptive statistics
• Identifying pitfalls in quantitative research design

Module 4: Data Collection and Analysis

Estimated time: 15 hours

• Integrating qualitative and quantitative data collection
• Managing data quality and integrity
• Applying basic statistical analysis techniques
• Deriving meaningful insights from mixed data

Module 5: Research Report: Delivering Insights

Estimated time: 15 hours

• Synthesizing research findings from multiple sources
• Storytelling with data and visualization
• Understanding digital vs. traditional advertising implications
• Delivering actionable recommendations to stakeholders
• Creating effective presentation strategies

Module 6: Final Project

Estimated time: 10 hours

• Develop a complete research proposal
• Design and simulate a focus group with analysis
• Create a survey instrument and interpret results
• Synthesize findings into a visual report
• Deliver a polished presentation with recommendations

Prerequisites

• Familiarity with basic marketing concepts
• Basic understanding of research terminology
• Access to Coursera for assignments and resources

What You'll Be Able to Do After

• Formulate clear and actionable research questions
• Design and execute both qualitative and quantitative studies
• Collect, analyze, and interpret market data
• Synthesize findings into compelling reports
• Present data-driven insights to stakeholders effectively