Informações sobre o curso
3.6
16 classificações
3 avaliações
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível intermediário

Nível intermediário

Horas para completar

Aprox. 14 horas para completar

Sugerido: 4 weeks of study, 3-5 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês...
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Nível intermediário

Nível intermediário

Horas para completar

Aprox. 14 horas para completar

Sugerido: 4 weeks of study, 3-5 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês...

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
4 horas para concluir

Getting Started & Synthesizing Findings and Deriving Insights

You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field. ...
Reading
15 vídeos (Total de 84 min), 6 leituras, 1 teste
Video15 videos
Synthesizing Findings and Deriving Insights Introduction1min
Finding the Story in Your Research7min
Market Positioning4min
Using Perceptual Maps8min
Market Segmentation5min
Segmentation: Variations and Benefits5min
Conjoint Analysis2min
Performing Conjoint Analysis10min
A Design Checklist of the Who, What, Why, and How7min
Start with your Stakeholders3min
The Art of Storytelling (Past, Present, and Future)3min
Storytelling and the Human Brain5min
Emotional Modulators: Color, Language, and Other Design Elements8min
False Narratives and Data Storytelling6min
Reading6 leituras
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15min
More on Perceptual Maps15min
Video: The Market Positioning Map5min
A Better Way to Map Brand Strategy20min
Video: Principles of Marketing - Segmentation, Targeting and Positioning20min
Introduction1min
Quiz1 exercício prático
Module 1 Quiz30min
Semana
2
Horas para completar
4 horas para concluir

Measuring Various Marketing Efforts

Up to this point, you’ve synthesized findings and derived insights to address a business problem. However, once you've implemented a marketing plan, seeking to reach the target market and engage them with the business, product or service, how do you know if the marketing efforts are working? That’s what you will focus on in this module. You will compare and contrast traditional advertising with digital advertising and social media marketing. You will be able to track consumers through the stages of the Purchase Funnel and plan ways to effectively market to them at each point along that journey toward a purchase. You will weigh the pros and cons of social media and word-of-mouth advertising that have become essential digital strategies. You will also be able to build and track a social media marketing plan, learning various effective ways to attribute sales back to specific marketing efforts....
Reading
6 vídeos (Total de 32 min), 6 leituras, 1 teste
Video6 videos
Advertising and Your Market Research Plan4min
Designing a Digital Advertising Framework7min
Attributing Sales to Advertising5min
Strategizing Social Media and Word of Mouth5min
Building and Tracking Your Social Media Marketing Plan7min
Reading6 leituras
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15min
Videos: McKinsey & Company on Digital Advertising Framework30min
Quirk's: Is digital media less effective than traditional media?10min
Quirk's: A framework for understanding ad effectiveness15min
Videos on Social Media Marketingmin
Quirk's: The three Cs of social media for organizational leaders10min
Quiz1 exercício prático
Module 2 Quiz30min
Semana
3
Horas para completar
2 horas para concluir

Planning to Communicate Findings

Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success. ...
Reading
7 vídeos (Total de 40 min), 6 leituras, 1 teste
Video7 videos
Developing Recommendations11min
Testing and Refining Ideas5min
Use Storytelling to Increase Effectiveness5min
Choosing Best Method to Deliver Findings4min
Data Visualization, Part 15min
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6min
Reading6 leituras
Video: Storytelling: How to tell a Research Story5min
Quirk's: Tips for Communicating MR Insights Using Storytelling10min
Quirk's: With the focus on storytelling, are we forgetting about the data?5min
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10min
Video: The Art of Data Visualization10min
Video: David McCandless: The Beauty of Data Visualization20min
Quiz1 exercício prático
Module 3 Quiz30min
Semana
4
Horas para completar
5 horas para concluir

Designing and Presenting Ideas

There are certain expectations of a market research report or presentation. You have prepared to communicate your findings, however, you still have to construct your presentation. This module covers the building blocks and required sections that are industry standards in a market research presentation. In this module, you will review the essential sections of a market research report and offer further directions for designing visualizations of your data. You will be able to complete a market research presentation with the requisite sections and design a presentation that caters to a specific audience. You’ll be able to deliver research-based ideas and findings through a story that will cast your client in the hero role. You’ll also be able to deliver actionable recommendations that will help solve your client’s business problem. And, isn’t that the point of all the research done prior to this part of the process? ...
Reading
14 vídeos (Total de 104 min), 4 leituras, 2 testes
Video14 videos
Designing Your Visualizations8min
Creating a Presentation, Part 1: Sections and Style4min
Creating a Presentation, Part 2: Building Blocks7min
Creating a Presentation, Part 3: Closing Sections and Guidelines6min
Presenting Your Ideas5min
Design for Understanding5min
Know Your Audience(s)5min
Data Relationships and Design5min
Language, Labeling, and Scales6min
Visual Lies and Cognitive Bias9min
Interview with Robin Boyar12min
Interview with Aaron Carpenter23min
Course Summary2min
Reading4 leituras
Quirk's: A guide to using PowerPoint to present research findings15min
Video: David JP Phillips: How to Avoid Death by PowerPoint20min
Quirk's: Three Steps to Better Research Presentations10min
Introduction1min
Quiz1 exercício prático
Module 4 Quiz30min

Instrutores

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Robin Boyar

Founder, thinktank research & strategy
UC Davis Division of Continuing and Professional Education
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Ashwin Aravindakshan, PhD

Associate Professor, Graduate School of Management
UC Davis

Sobre University of California, Davis

UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact....

Sobre o Programa de cursos integrados Market Research

"Finding the Story in the Data” is the most important emerging capability for market researchers according to GRIT (Greenbook Research Industry Trends) Report 2016. This specialization, designed for learners with no previous Marketing Research experience teaches a comprehensive marketing research approach that will help learners find and communicate the story in the data. Students will learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders....
Market Research

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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