Principles of Marketing Research

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Course Details; Course Authors/Contributors

Principles of Marketing Research is a rigorous self-study training program based upon the Marketing Research Core Body of Knowledge (MRCBOK©). Delivered via the Internet, the program allows you to progress at your own pace, augmented by consultation with your assigned coach-mentor, upon request.

The certificate course covers 10 specific skill areas in individual modules that are integrated with two textbooks, and two optional bonus modules are included! You have up to 12 months to work through the 10 course modules; the text references provide more detailed information for increased understanding. You'll work at your own pace and on your own schedule, assessing your knowledge through self-tests and end-of-module quizzes that provide instant feedback. At each step along the way, you'll have access to a coach-mentor who will provide feedback on your end-of-lesson assignments, and who will respond to your e-mailed questions. Receive additional benefits from the comments and experiences of your fellow students through the Bulletin Board, where you can pose questions and find answers about each module.

To complete the Principles of Marketing Research, you must pass two monitored knowledge examinations that will be administered through a college or school in your area. See our FAQ page for more details!

Graduates receive 20 continuing education units (CEUs) from The University of Georgia and are awarded a Certificate of Completion from Marketing Research Institute International, Marketing Research Association, ESOMAR and the University.

While working with the course, you'll be able to refer to the online help for instructions on how to use the software tools and navigate through the course. For questions about the concepts presented in the course and the textbook readings, you will be able to contact your coach-mentor using the course's internal e-mail.

As a graduate of the Principles of Marketing Research, you will be recognized by industry associations, employers, peer groups, and other professionals as having a specific understanding of the concepts and practices that form the basis of marketing research. Many researchers enroll in the online program to enhance their career skills and professional development opportunities. If you elect not to earn your Certificate of Completion by successfully attempting the two proctored examinations, there is no penalty, although you will not hold the distinction of being a graduate of the Principles of Marketing Research course.

Marketing Research Core Body of Knowledge (MRCBOK©)
1. Basics Of Marketing And Its Interface With Research
2. Planning The Research Process
3. Research Design
4. Sampling
5. Data Collection Methods (after completing Module 5, you will take Exam #1 covering Modules 1-5.)
6. Measurement Instruments
7. Data Collection Skills
8. Data Analysis
9. Communicating Research Results
10. Research Management And Ethical And Legal Constraints In Marketing Research (after completing Module 10, you will take Exam #2 covering Modules 6-10)
11. Web Survey Research And Data Delivery Methods (optional module!)
12. International Research (optional module!)

Course Authors and Contributors
The Principles of Marketing Research online, certificate course was launched as a print based course in 1996. In 2000, the online version of this course was created by the Department of Web Instructional Development at the University of Georgia Center for Continuing Education.

Web course coach-mentors for the Principles of Marketing Research include:
Todd Hollander, Judie Lannon, Michael Lieberman, Jon Montgomery, Rick Pink, and Damon Ragusa

HTML and WebCT Development/University of Georgia Center for Continuing Education:
• Brad Cahoon (Project Manager and Instructional Designer),
• Jennifer Williams (Software Production Manager),
• Guillermo Alzuru,
• Brad Cahoon,
• Michelle Clark,
• Michelle Davis,
• Brent Mottley,
• Todd Thuma,
• Scott Smith.

Graphic Designer:
Michelle Davis and Brent Mottley

The content authors (Modules 1-10) for Principles of Marketing Research included:
• Melvin Crask, University of Georgia;
• Maureen Dillon, Matrix Marketing, Inc.;
• Richard Fox, University of Georgia;
• Warren French, University of Georgia;
• Terry Grapentine, Grapentine Co., Inc.;
• Frances Grubb, J. Reckner Associates, Inc.;
• Richard Kitaeff, Market Facts, Inc.;
• Naresh Malhotra, Georgia Institute of Technology;
• Margery Steinberg, University of Hartford;
• Sherri Neuwirth, Transitions Strategies.

The modules (1-10) were reviewed by industry experts.
• Lynd Bacon, Lynd Bacon and Associates;
• Ed Batson, L.A. Times;
• Rod Bell, Coors Brewery;
• Dick Chay, C/J Research, Inc.;
• Ron Conlin, J.D. Power & Associates;
• Thomas Hayes, Xavier University;
• Dale Kulp, GENESYS Sampling Systems;
• B.J. Kyzer-Sheely, Walker Group;
• Malcolm McNiven, University of Georgia;
• Bill Neal, SDR, Inc.;
• Ron Tatham, Burke Marketing Research, Inc.;
• Ken Warwick, Ken Warwick and Associates, Inc.

Evaluation Task Force - Modules 1-10
• Judy Hominey (Chair),
• Vladimir Ivanov,
• Frank Markowitz,
• Fredrik Nauckhoff,
• Maureen Norton,
• Linda Schoenborn,
• Barbara von Bergman.

Editors (Modules 1-12):
• Julie Williams, Maritz Research;
• John Shores, University of Georgia Center of Continuing Education;
• Pam Bracken, University of Georgia Center of Continuing Education.

"Web Survey Research and Data Delivery Methods" - 11th Module:
Content Author: Ray Poynter, The Future Place

Project Managers - Module 11
• Julie Williams,
• Pam Bracken,
• Brad Cahoon.

Industry Evaluation Task Force - Module 11
• Julie Williams (Chair)
• Wally Balden, Maritz;
• Ricky Baxter, MDL Research;
• Allen Hogg, Burke;
• Rick Pink, IBM.

HTML and WebCT Development - Module 11
• Brent Mottley
• Jennifer Williams (Software Production Manager)

Editor - Module 11: Anne Marie McKinney, University of Georgia Center of Continuing Education

"International Research" - 12 Module:
Content Author: Colin McDonald, McDonald Research

Project Managers - Module 12
• Julie Williams
• Pam Bracken

Industry Evaluation Task Force - Module 12
• William Douglas, The Coca-Cola Company;
• Gunilla Broadbent, Synovate;
• Adam Phillips, Real Research.

HTML and WebCT Development - Module 12
• Michelle Davis
• Jennifer Williams (Software Production Manager)

Editor - Module 12:
• Julie Williams
• John Shores

In addition, members of the Marketing Research Association Institute (MRII) Board of Directors have contributed to the review process for content development.

Special thanks to ESOMAR-The World Association of Research Professionals and the Marketing Research Association (MRA) for providing their glossaries for use in this course.

All contents copyright © 2005 2004, 2002, 2000, 1996.
University of Georgia Center for Continuing Education.
All rights reserved.