Define Research Objectives & Methods

Overview

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Define Research Objectives & Methods is for aspiring researchers, business analysts, and marketers who need to build foundational skills in designing effective research. You will learn to transform ambiguous business problems into specific, measurable research objectives and select the most appropriate research methodology. This course equips you to deliver real value on a research team by teaching you to initiate projects with clear objectives that prevent misalignment, wasted resources, and scope creep. You will learn why a properly defined research plan is the key to creating and maintaining stakeholder buy-in from day one. Through real-world case studies like the "New Coke" fiasco and Airbnb's growth story, you will master structured interview techniques to elicit stakeholder needs and define SMART objectives. You will also learn to conduct a formal cost-benefit analysis of different research approaches, such as surveys, interviews, and focus groups, to justify your methodological choices. The course features hands-on activities, including mock interviews with an AI coach and building a comparison framework in a spreadsheet tool. You will finish the course by creating a complete, portfolio-ready research brief that demonstrates your ability to set a research project up for success from day one, ensuring your findings are relevant, actionable, and aligned with strategic business goals.

Syllabus

Stakeholder Consultation & Objective Setting

In this module, you will learn how to transform vague business inquiries into clear, actionable research objectives. You will explore structured interviewing techniques—such as active listening and the "Five Whys"—to uncover underlying stakeholder needs and reduce initial project ambiguity. Using the classic "New Coke" failure as a cautionary case study, this section demonstrates why defining the right objective is the most critical step in preventing project misalignment. You will focus on applying the SMART framework to draft research objectives that ensure focus, maintain stakeholder alignment, and provide a precise foundation for all subsequent research planning.

Selecting the Right Research Methodology

Once you have a clear objective, how do you decide the best way to achieve it? This module focuses on evaluating different research methodologies. You will learn to conduct a cost-benefit analysis, weighing factors like time, budget, and the required depth of insight. Using Airbnb's use of ethnography as a prime example, you'll learn to justify your methodological choice with a data-backed recommendation.