If this is your first visit to our web site, would you please take our short survey? Click here for the survey. What Industry Leaders Say Many people both outside and within the research industry view it — I think mistakenly — as a "numbers" game, the ginning up and manipulation of data. Quite to the contrary, I believe this is a people industry. And the way to upgrade the industry is to upgrade the people working in it, and that benefits everyone. — Jack J. Honomichl, President, Marketing Aid Center, Inc.; Founder, Inside Research, "The Bible of the Marketing Research Industry" — Barron's (USA) Proudly presented by: What You Will Learn The Principles of Marketing Research online certificate 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. MRII regularly updates and expands course content, from a global perspective, to reflect new methods and concepts in the marketing research industry. 1. Marketing and Its Interface with Marketing Research 2. Introduction to Marketing 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 Marketing Research 11. Trends in Marketing Research View learning objectives for all 11 modules in detail (downloadable .PDF) 1. Marketing and Its Interface with Marketing Research The purpose of marketing research is to improve marketing and business decision making. This module gives the student a solid grounding in the principles of marketing management and an introduction into its relationship with marketing research. Return to module index 2. Introduction to Marketing Research and Planning the Research Process This module provides an in-depth discussion of how research informs marketing and business decision making and reduces business risk. Learn how to develop research proposals, select the most appropriate research approaches to address a study's objectives and communicate the value of marketing research to business managers. Return to module index 3. Research Design There are many categories of research design, such as exploratory vs. quantitative, primary vs. secondary and experimental vs. non-experimental. This module compares and contrasts alternative approaches and discusses when each is appropriate. With respect to quantitative research, the module explains issues related to a design's internal and external validity. Return to module index 4. Sampling Researchers rarely survey all members of a population. Rather, they draw samples from a target population or populations, from which they make inferences and statistical projections. This module discusses the principles of developing population samples, alternative sampling methods, and the statistical concepts that play a role in sample size composition and determination. Return to module index 5. Data Collection Methods A wide variety of data collection methods exist for both exploratory and quantitative research studies. This module compares and contrasts these alternative methods, provides guidance on which method to use based on a study's research objectives and outlines how to improve survey response rates. Return to module index 6. Measurement Approaches There are many different ways to format a questionnaire and construct survey questions. Choices depend on whether you are conducting exploratory or quantitative research and the nature of the data collection method you select. This module addresses those issues as well as the types of measurement scales most appropriate for a specific study. Return to module index 7. Understanding Data Analysis Once you have collected your data, the analysis phase begins. You need to select the most appropriate statistical methods when projecting your findings to target populations and determine whether different groups' answers to survey questions are significantly different from each other. This module focuses on alternative statistical analysis methods and developing a data analysis plan. Return to module index 8. Advanced Data Analysis This module serves as a primer for some of the more advanced statistical methods you may need as a researcher, such as multiple regressions, cluster analysis for segmentation and factor analysis. You are not expected to memorize complicated formulas. Rather, this module teaches the principles behind commonly used advanced statistical methods and when to use them. Return to module index 9. Communicating Research The best research designs and data analyses will not have the desired impact if you do not communicate the study's findings in an effective and motivating manner. This module helps you translate research findings into reports and presentations that grab the audience's attention, address the study's business purpose and research objectives and offer sound and useful recommendations. Return to module index 10. Global Marketing Research As more businesses pursue international and global markets, it becomes critical for marketing researchers to be well versed in conducting research outside their home countries. Different countries' customs and cultures can significantly influence research designs -- from drawing respondent samples to developing survey questions. This module provides the tools you'll need when conducting studies worldwide. Return to module index 11. Trends in Marketing Research Updated yearly, this module explores how the research industry is evolving in response to external forces. Modules cover changing consumer privacy views/regulations, coping with declining response rates, integrating marketing research with other information sources, and evolving skill sets necessary for future researchers. Return to module index Contact us at questions@georgiacenter.uga.edu, +1-706-542-3537, or +1-800-811-6640 (toll free in the U.S.) Privacy Statement All contents copyright © 2009. University of Georgia Center for Continuing Education. All rights reserved. URL: www.georgiacenter.uga.edu/is/mr/learning_objectives.phtml