課程信息
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第 4 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

中級

At least 2 years of business experience

完成時間大約為12 小時

建議:4 weeks of study, 3-5 hours/week...

英語(English)

字幕:英語(English)

您將學到的內容有

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    Synthesize research findings and develop insights

  • Check

    Assess the changing roles of digital and traditional advertising

  • Check

    Apply storytelling strategies in presentations

  • Check

    Demonstrate effective presentation skills and deliver insights

您將獲得的技能

Digital MarketingMarket ImpactData Analysismarket insightsMarketing Intelligence

第 4 門課程(共 4 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

中級

At least 2 years of business experience

完成時間大約為12 小時

建議:4 weeks of study, 3-5 hours/week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 4 小時

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.

...
15 個視頻 (總計 84 分鐘), 7 個閱讀材料, 1 個測驗
15 個視頻
Synthesizing Findings and Deriving Insights Introduction1分鐘
Finding the Story in Your Research7分鐘
Market Positioning4分鐘
Using Perceptual Maps8分鐘
Market Segmentation5分鐘
Segmentation: Variations and Benefits5分鐘
Conjoint Analysis2分鐘
Performing Conjoint Analysis10分鐘
A Design Checklist of the Who, What, Why, and How7分鐘
Start with your Stakeholders3分鐘
The Art of Storytelling (Past, Present, and Future)3分鐘
Storytelling and the Human Brain5分鐘
Emotional Modulators: Color, Language, and Other Design Elements8分鐘
False Narratives and Data Storytelling6分鐘
7 個閱讀材料
A Note from UC Davis10分鐘
Quirk's: Use Research to Make Sure Your Product's Positioning is Solid, Relevant15分鐘
More on Perceptual Maps15分鐘
Video: The Market Positioning Map5分鐘
A Better Way to Map Brand Strategy20分鐘
Video: Principles of Marketing - Segmentation, Targeting and Positioning20分鐘
Introduction1分鐘
1 個練習
Module 1 Quiz30分鐘
2
完成時間為 4 小時

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.

...
6 個視頻 (總計 32 分鐘), 6 個閱讀材料, 1 個測驗
6 個視頻
Advertising and Your Market Research Plan4分鐘
Designing a Digital Advertising Framework7分鐘
Attributing Sales to Advertising5分鐘
Strategizing Social Media and Word of Mouth5分鐘
Building and Tracking Your Social Media Marketing Plan7分鐘
6 個閱讀材料
Does Current Advertising Cause Future Sales? Evidence from the Direct Mail Industry15分鐘
Videos: McKinsey & Company on Digital Advertising Framework30分鐘
Quirk's: Is digital media less effective than traditional media?10分鐘
Quirk's: A framework for understanding ad effectiveness15分鐘
Videos on Social Media Marketing1小時
Quirk's: The three Cs of social media for organizational leaders10分鐘
1 個練習
Module 2 Quiz30分鐘
3
完成時間為 2 小時

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.

...
7 個視頻 (總計 40 分鐘), 6 個閱讀材料, 1 個測驗
7 個視頻
Developing Recommendations11分鐘
Testing and Refining Ideas5分鐘
Use Storytelling to Increase Effectiveness5分鐘
Choosing Best Method to Deliver Findings4分鐘
Data Visualization, Part 15分鐘
Data Visualization, Part 2: Drawbacks of Poor Data Visualizations6分鐘
6 個閱讀材料
Video: Storytelling: How to tell a Research Story5分鐘
Quirk's: Tips for Communicating MR Insights Using Storytelling10分鐘
Quirk's: With the focus on storytelling, are we forgetting about the data?5分鐘
Quirk's: Qualitatively Speaking: What Storytelling Means for Brands and Their Customers10分鐘
Video: The Art of Data Visualization10分鐘
Video: David McCandless: The Beauty of Data Visualization20分鐘
1 個練習
Module 3 Quiz30分鐘
4
完成時間為 5 小時

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?

...
14 個視頻 (總計 104 分鐘), 4 個閱讀材料, 2 個測驗
14 個視頻
Designing Your Visualizations8分鐘
Creating a Presentation, Part 1: Sections and Style4分鐘
Creating a Presentation, Part 2: Building Blocks7分鐘
Creating a Presentation, Part 3: Closing Sections and Guidelines6分鐘
Presenting Your Ideas5分鐘
Design for Understanding5分鐘
Know Your Audience(s)5分鐘
Data Relationships and Design5分鐘
Language, Labeling, and Scales6分鐘
Visual Lies and Cognitive Bias9分鐘
Interview with Robin Boyar12分鐘
Interview with Aaron Carpenter23分鐘
Course Summary2分鐘
4 個閱讀材料
Quirk's: A guide to using PowerPoint to present research findings15分鐘
Video: David JP Phillips: How to Avoid Death by PowerPoint20分鐘
Quirk's: Three Steps to Better Research Presentations10分鐘
Introduction1分鐘
1 個練習
Module 4 Quiz30分鐘

講師

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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

關於 加州大学戴维斯分校

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....

關於 市场调查 專項課程

"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....
市场调查

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