Principles of Market Research

Leading the Way . . . Market Research Certificate Program

New Mobile Market Research Online CourseThe Principles of Market Research course is based on the Marketing Research Core Body of Knowledge (MRCBOK©), an integrated set of learning objectives organized into 11 modules and covering the marketing research process from beginning to end. The research training course is regularly updated and expanded from a global perspective, to reflect new methods and concepts in the marketing research industry. The market research online course makes learning enjoyable by providing continuous feedback and encouraging program completion.

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Principles of Market Research Offers:

  • Self-paced, self-study, online research course; accessible anywhere with an Internet connection
  • Comprehensive, state-of-the-art curriculum; a dynamic, online certificate program written by leading academic and applied market research professionals from around the world
  • Eleven Modules
    1. Marketing and Its Interface with Market Research
    2. Introduction to Market Research and Planning the Research Process
    3. Research Design
    4. Sampling
    5. Data Collection Methods
    6. Measurement Approaches
    7. Understanding Data Analysis
    8. Advanced Data Analysis
    9. Communicating Research
    10. Global Market Research
    11. Trends in Market Research
  • Multiple student support mechanisms such as coach-mentors (i.e., industry practitioners), progress self-monitoring tools and self assessments
  • Certificate of Program Completion to successful graduates of this market research continuing education course
  • Earn 20 University of Georgia Continuing Education Units (CEUs).

Endorsed by all major market research industry associations, Principles of Market Research is a comprehensive online certificate course teaching the core skills needed for market research, consumer research, opinion research and survey research. Since 1996, more than 8,000 researchers from 104 countries have enrolled, making this the research profession's most valued and widely supported continuing education program.

Principles of Market Research makes learning enjoyable by providing continuous feedback and encouraging course completion. Coach-mentors oversee your progress and respond personally to your questions, while support staff at the University of Georgia delivers fast, professional assistance.

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Who Should Attend?

Anyone interested in strengthening their cores skills in market research (new and mid-level). Experienced practitioners will find it an invaluable continuing education resource, while marketing/product managers and others who interact with the market research function can develop a solid foundation in the discipline.

Course Information

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Click for more details on course fee

Continuing Education Information: 

Students successfully completing graded components earn 20 Continuing Education Units (CEUs) from The University of Georgia. Click for details about the University of Georgia CEU.

Graduates will also earn a Certificate of Program Completion from MRII, MRA, ESOMAR and the University.

As a graduate of the Principles of Market Research, you will be recognized by industry associations, employers, peer groups and other professionals as having mastered the core body of knowledge that forms the basis of marketing research. This recognition will help you advance in your company and the industry.

PRC Professional Researcher CertificationGraduates of the Principles of Market Research and Principles of Pharmaceutical Market Research course receive an automatic examination exemption to the PRC (Professional Researcher Certification) program. If you have any questions about PRC, please contact or dial +1-202-800-2545.

gGraduates of the Principles of Market Research and Principles of Pharmaceutical Market Research can earn the coveted CMRP (Certified Marketing Research Professional). CMRP - PATH 1: Post Graduate. Details about the CMRE can be downloaded from the MRIA website.

QPMR AMSRSQUALIFIED PRACTISING MARKET RESEARCHER: Graduates of the Principles of Market Research and Principles of Pharmaceutical Market Research course (also holding membership to AMSRS (Australia]) are eligible for an exemption from sitting the AMSRS QPMR exam. Contact the QPMR Manager at 02 9566 3100 or by email at for more details.

The two required textbooks for the Principles of Marketing Research are: 

Marketing Research: An Applied Orientation 2010 (6th Edition) by Naresh Malhotra -- ISBN 0-13-608543-0

A Preface to Marketing Management 2015 (14th Edition) by J. Paul Peter and James H. Donnelly, Jr. -- 0-07-786106-X  ISBN 978-0-07-786106-3 

Textbooks must be ordered separately from your course enrollment. The textbooks will be shipped independently of your online course access details so you should allow extra time for their delivery. You may order these textbooks from any textbook vendor/supplier or you can order from MBS Direct at +1-573-446-5299 or +1-573-446-5254 or 1-800-325-3252 (U.S. only).

If ordering online from our suggested vendor, MBS Direct, select the following buttons/links from the MBS Direct Web site:

  • Order Your Books
  • Princ of MRKT Research then click on button labeled Continue

Textbooks editions are subject to change when new editions are released by the publisher. 

Founding Organizations

MRII Marketing Research Institute International

 Marketing Research Association


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