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Market Research Data Analysis and Governance with R

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Market Research Data Analysis and Governance with R

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Apply R programming techniques for comprehensive data analysis and create automated, parameterized reports with R Markdown to minimize manual error.

  • Implement robust data governance and quality monitoring practices to ensure data integrity and auditability.

  • Evaluate and validate predictive models using advanced diagnostic techniques to improve accuracy and reliability.

  • Master data provenance to ensure findings are defensible and communicate insights effectively to stakeholders.

Details to know

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Recently updated!

April 2026

Assessments

35 assignmentsÂą

AI Graded see disclaimer
Taught in English

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Build your Data Analysis expertise

This course is part of the Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate from Coursera

There are 9 modules in this course

The Summarize and Evaluate Ethical AI Insights innovative module develops cutting-edge skills in AI-assisted qualitative analysis and ethical data practices. You will master techniques for using large language models to summarize qualitative data and critically evaluate the ethical implications of synthetic data. Through hands-on application, you will build advanced capabilities that combine AI tools with ethical considerations to enhance research insights.

What's included

4 videos3 readings4 assignments

Organize Research Data: File Management module provides a professional foundation for bringing order to digital chaos. You will navigate the essential stages of data processing—from raw collection to final analysis—while mastering standardized naming conventions and file structures. Through hands-on labs and real-world case studies, you'll develop the governance skills necessary to prevent costly errors and ensure long-term data integrity. By implementing these systematic approaches, you will transform disorganized files into accessible, high-value knowledge repositories. This experience empowers you to maintain reliable research systems that support accurate, data-driven decision-making.

What's included

4 videos4 readings5 assignments

Govern and Evaluate Research Data Quality module builds data governance and quality management capabilities for research professionals. You will develop skills in applying metadata tagging for effective data governance and evaluating data quality against defined standards. Through practical application, you will build the technical capabilities needed to implement robust data management practices that ensure information integrity and accessibility.

What's included

4 videos3 readings3 assignments

R: Code, Import, Transform Data is your professional entry point into the world of data analysis. Designed for aspiring analysts, this module teaches you to write R scripts that take full control of your datasets. You will progress from understanding core syntax—variables, vectors, and data frames—to importing CSVs and performing essential cleaning tasks. Through hands-on labs, you will master selecting data and renaming columns for maximum clarity. By the end, you'll have built a functional script that prepares raw data for analysis, a fundamental skill used by organizations like the BBC. This experience provides the critical building blocks for a successful data-driven career.

What's included

4 videos2 readings3 assignments

Transform, Analyze, and Report Data with R is your gateway to robust, scalable analysis. Designed for aspiring analysts, this module teaches you to build sophisticated end-to-end projects using the "Tidyverse" approach. You'll master dplyr to create clean, pipe-based workflows for filtering and merging complex data. You will also master automation—the hallmark of modern analysis—using R Markdown to generate dynamic reports. Finally, you'll evaluate predictive models using diagnostic tools like ROC curves. By the end, you'll have a portfolio-ready project and the skills to build efficient, reproducible workflows. No prior R experience is necessary.

What's included

6 videos3 readings6 assignments

Excel for Data Analysis is a beginner-friendly guide to transforming raw numbers into compelling business stories. You will move beyond basic data entry to master essential statistical functions like AVERAGE, STDEV, and COUNTIF, enabling you to summarize complex datasets and uncover key metrics. Beyond calculations, you’ll learn the art of visual storytelling using conditional formatting to highlight trends and outliers. Through real-world scenarios—from sales tracking to NPS analysis—you will develop the skills to answer critical business questions. This experience culminates in a hands-on project, building a summary report that turns data into actionable insights.

What's included

6 videos3 readings4 assignments

Statistical Tests for Market Research builds essential capabilities for extracting defensible insights from raw data. You will develop a strong understanding of statistical functionality while mastering hypothesis testing to compare group differences. This module moves beyond simply running tests to explaining why they matter for business strategy. Through hands-on applications like A/B testing and customer satisfaction analysis, you will master the two-sample t-test in Excel. You'll learn to interpret critical metrics like the p-value and translate them into actionable recommendations. These foundational skills empower you to use statistical evidence to validate assumptions and drive data-driven decision-making.

What's included

3 videos2 readings5 assignments

Predict and Validate Regression Models in R is your professional entry point into the world of multiple linear regression. Designed for aspiring analysts, this module empowers you to build and interpret predictive models from the ground up. You will move beyond simply running code to critically evaluating performance through hands-on labs and real-world case studies. You will master diagnosing statistical assumptions using residual plots and assessing model reliability with k-fold cross-validation. By the end, you will build trustworthy models and generate dependable forecasts. This experience culminates in a validated, portfolio-ready project that supports strategic business decisions with confidence.

What's included

4 videos4 readings4 assignments

Data Pipeline and Model Validation Lab is where you build a professional, reproducible R workflow. You will integrate data from multiple sources—CSVs, Excel, and JSON—while applying governance standards through automated metadata tagging and standardized cleaning. Using the tidyverse and dplyr, you'll develop pipe-based scripts to merge complex datasets and create parameterized R Markdown reports. The module culminates in building a multiple linear regression model, validated through 5-fold cross-validation and diagnostic plots. By the end, you will have a project demonstrating the technical and governance skills required for senior analytical roles.

What's included

2 readings1 assignment

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