Market research drives business success, with professionals earning competitive salaries while helping organizations make data-driven decisions. This comprehensive program teaches you essential research methodologies, from designing qualitative studies and conducting quantitative analysis to leveraging GenAI tools for market insights. You'll master both Excel and R programming for data analysis, learn to conduct interviews and focus groups, create competitive analysis reports, and develop compelling data stories that influence business strategy. Through hands-on projects, you'll build a portfolio demonstrating your ability to collect, analyze, and present research findings that solve real business problems. Whether you're transitioning into market research, enhancing your current role, or building foundational skills for business analysis, this program provides the practical tools and methodologies needed to succeed in today's data-driven marketplace.
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Market Research Methods and Data Analysis Certificate Specialization
Launch your market research career with data. Build research skills using Excel, R, and AI. Learn qualitative and quantitative methods.
Instructors: Marta Sotto-Mayor
Included with 
Recommended experience
Recommended experience
What you'll learn
Design and conduct both qualitative and quantitative research studies using industry-standard methodologies and tools.
Analyze data using Excel and R programming to generate statistical insights and identify market trends.
Apply GenAI tools and competitive analysis techniques to streamline research workflows and inform strategic decisions.
Overview
Skills you'll gain
- Statistics
- Market Research
- Qualitative Research
- Data Presentation
- Competitive Analysis
- Statistical Reporting
- Data-Driven Decision-Making
- Descriptive Statistics
- Data Analysis Software
- Market Dynamics
- Quantitative Research
- Data Storytelling
- Analytical Skills
- Research Design
- Benchmarking
- Data Visualization Software
- Data Analysis
- Data Collection
Tools you'll learn
What’s included
Add to your LinkedIn profile
July 2025
Advance your subject-matter expertise
- Learn in-demand skills from university and industry experts
- Master a subject or tool with hands-on projects
- Develop a deep understanding of key concepts
- Earn a career certificate from Coursera Instructor Network
Specialization - 7 course series
What you'll learn
Design a basic quantitative study, including determining research questions, selecting appropriate methods, and implementing data collection.
Perform basic statistical analyses (mean, standard deviation, correlations) using Excel and R.
Interpret descriptive statistical results to support informed decision-making.
Apply ethical considerations and quality checks throughout study design, data collection, and analysis to ensure rigor and reliability.
Skills you'll gain
What you'll learn
Examine qualitative research fundamentals by grasping the key principles, methodologies, and philosophical foundations of qualitative inquiry.
Design effective studies by framing research questions, choosing appropriate methods, and planning studies that yield rich and relevant data.
Apply data collection techniques by conducting interviews, facilitating focus groups, and documenting observations confidently.
Analyze themes using coding techniques to identify patterns, refine insights, and create actionable, valid research findings.
Skills you'll gain
What you'll learn
Design mixed-methods research studies tailored to diverse problems, aligning research questions and methodologies effectively.
Apply practical strategies to collect, organize, and integrate qualitative and quantitative data using appropriate tools and workflows.
Analyze integrated datasets to generate actionable insights while addressing ethical consideration.
Develop compelling reports and presentations that synthesize findings into narratives, visuals, and recommendations for diverse stakeholders.
Skills you'll gain
What you'll learn
Skills you'll gain
What you'll learn
Identify the capabilities of GenAI for basic role-specific market research functions.
Examine real-world applications to leverage GenAI for streamlining work and fostering innovation in market research functions.
Deploy strategies and tactics to responsibly integrate GenAI into market research practices, while maintaining human oversight and accountability.
Skills you'll gain
What you'll learn
Identify the fundamentals of competitive analysis and benchmarking.
Interpret and apply market research insights to practical problem solving.
Communicate clearly comprehensive competitive analysis reports.
Evaluate and strategically apply competitive analysis.
Skills you'll gain
What you'll learn
Analyze the role of storytelling in data visualization to enhance audience engagement and facilitate deeper understanding.
Design and synthesize effective, persuasive data visualizations by applying advanced design principles and storytelling techniques.
Evaluate and interpret data critically for accuracy, relevance, and potential biases to ensure integrity and objectivity in narratives.
Demonstrate the ability to select and effectively use various tools and software for developing engaging and visually appealing data stories.
Skills you'll gain
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
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Frequently asked questions
While designed for those with basic computer skills, this program teaches research fundamentals from the ground up. Most courses require no prior experience, though familiarity with spreadsheets and business concepts is helpful for success.
You'll gain hands-on experience with Excel for data analysis, R programming for statistical analysis, survey platforms, data visualization tools, and cutting-edge GenAI applications for market research efficiency and innovation.
This program prepares you for roles as market research analyst, business analyst, data analyst, competitive intelligence specialist, or marketing coordinator across industries including healthcare, technology, retail, and consulting.
More questions
Financial aid available,