This course focuses on research methodologies. In this vein, the focus will be placed on qualitative and quantitative research methodologies, sampling approaches, and primary and secondary data collection. The course begins with a discussion on qualitative research approaches, looking at focus groups, personal interviews, ethnography, case studies and action research. We will also discuss quantitative research methods with a focus on experimental research design and survey methodology. There will be an exploration of the sampling design process and different sampling approaches, including probability and non-probability sampling as well as sample size and non-response issues. We will look at the nature and scope of primary and secondary data, and the importance of measurement. We will look at the role of the Internet in market research as well as non-comparative scaling techniques. The course ends with a discussion on different data collection approaches, with a focus on observation, content analysis, narrative research, phenomenology, and the collection of data using ethnography.
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Research Methodologies
This course is part of Market Research Specialization
Instructors: Athanasia Lampraki
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What you'll learn
Different research methodologies
Different sampling approaches
Primary and secondary data collection approaches
Skills you'll gain
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There are 4 modules in this course
This week begins with a discussion on qualitative research approaches, looking at focus groups, personal interviews, ethnography, case study and action research. The week ends with a discussion of quantitative research methods with a focus on experimental research design and survey methodology.
What's included
4 videos6 readings5 assignments5 discussion prompts
The week begins with a discussion on the sampling design process and continues with different sampling approaches, including probability and non-probability sampling. The week ends with a discussion on sample size and non-response issues.
What's included
4 videos6 readings6 assignments4 discussion prompts
The week begins with a discussion of the nature and scope of secondary data and continues with a discussion of primary data and the importance of measurement. The week ends with the role of the Internet in market research and a discussion about non-comparative scaling techniques.
What's included
4 videos6 readings6 assignments4 discussion prompts
The week starts a discussion on different data collection approaches with a focus on observation, case study and content analysis. The week continues with a focus on narrative research, phenomenology and the action research project. The week ends with a discussion of collecting data using ethnography.
What's included
4 videos5 readings5 assignments1 peer review5 discussion prompts
Instructors
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University of Michigan
University of California, Irvine
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