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Industry Testimonials  |  What do Researchers Say?


What do industry leaders say about Principles of Marketing Research?

"The marketing research activity at Ford Motor Company supports the Principles of Marketing Research program. We are a fairly large group, and many times, we find very strong, capable people from other Ford activities who want to do a rotation in marketing research. The program gives them a good foundation from which to start and grow their research abilities. The flexibility of the program works well for our employees and for management. It's a great tool that you should consider for your organization."
— Mary P. Klupp, Director, Global Consumer Insights, Ford Credit, Ford Motor Company

Invest in your employees ...
"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 only 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

Invest in their training ...
"For those strongly committed to pursuing careers in marketing research, especially on the analytical side, Principles of Marketing Research is a very well conceptualized, comprehensive, and engaging program, developed in close consultation with industry leaders. Moreover, it represents an incredible value for a relatively modest investment."
— Robert L. Cohen, Ph.D., President and Chief Executive Officer, Scarborough Research; Member, Principles of Marketing Research Advisory Board

Invest in your success ...
"I've found the Principles of Marketing Research course to be a valuable asset to my career, not only as a researcher but also as a marketer. Having many years in the profession and assuming various roles, I believe that the course provided a great way to 'bring it all together.' An added bonus has been the course textbooks, which are among my most prized reference materials."
— Rick Pink, Corporate Market Intelligence, Leading International Information Technology Company; Coach-Mentor-Principles of Marketing Research

... and that of your people!

Here are just a few of the many organizations around the world that have invested in their people and future success through Principles of Marketing Research ...
 •  Synovate
 •  TNS-Global
 •  Harris Interactive Inc.
 •  Eli Lilly and Company
 •  Western WATS
 •  Ford Motor Company
 •  The Loyalty Research Center

What do researchers say about Principles of Marketing Research?


"The course is very beneficial for participants from any part of the world. The certificate program is highly recommended for anyone who is pursuing a market research career and needs scientific knowledge in the field."
— Mookda Somsongkul, Managing Director, Research Matters Co., Ltd., Thailand


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The Principles of Marketing Research has provided me with important additions to my marketing research tool box. It goes deep enough to develop a sound theoretical basis for the day to day decisions, while it stays on a level that is relevant for the practical user. Being an online course assures excellent flexibility to fit into a busy working calendar.
— Georg Neuschütz, General Motors Europe AG, Switzerland


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"The Principles of Marketing Research provides a solid overview of the whole marketing and marketing research process and how it is critical in the success of nearly any industry or venture. Excellent materials and staff that team together to help you succeed. Even with 20+ years in my discipline and organization, this program has given me tools to help it plan for the future."
— Stephen Garl, Market Research and Analysis, Washington State University Center for Distance and Professional Education, USA


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"This course gave me insight into how research is conducted across companies. Before this course, I was not sure I was in the right field. But with the added knowledge, I have picked up new projects, more challenging on the analysis end."
— Sonja Traxler, Insurance Industry, USA


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"I would be hard pressed to come up with how many times it has benefited me day-to-day. I have acquired more confidence in my job as a result of the completion of the course."
— Matt Kowalski, Philip Morris, USA


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"I never had a formal education in the field of marketing research...Principles of Marketing Research gave me a good basic grasp of marketing research concepts and the ability to more fluently speak the marketing research language...and it provided some great reference materials."
— Nancy Forbes, Market Intelligence Program Manager, International IT Company, USA


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"This Principles of Marketing Research [course] was an excellent choice. The material is optimum in terms of depth of coverage, i.e. thorough in the important areas, yet brief enough to be interesting. The online approach and independent study are excellent since one can manage study time versus other priorities. I am glad I pursued and completed the program."
— Corazon C. Nolasco, International Consumer Products Company (Retired), Philippines


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"Even though I have been involved in marketing research for quite some time, I have learned a great deal. I have also liked the way in which the material is delivered. Everything is presented in manageable portions and the self-tests and quizzes are brilliant motivators. Finally, the 'human' support from my faculty mentor and all those involved in the administration of exams has been first-class. I will be sorry to leave Principles of Marketing Research behind. I have enjoyed it immensely."
— Jim Bruce, Customers for Life, Limited, Ireland


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"After 30 years away from university learning, this was a challenging but manageable 'welcome back.' The course helped me broaden my focus by going back to principles that may fade from daily consciousness when working in a specialized research field."
— David Gibson, InterMedia Survey Institute, Washington, D.C. USA


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"Principles of Marketing Research is the industry's best expression of fundamental and essential best practices for those beginning their research careers."
— Siegfried Högl, GfK Marktforschung


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"The class exceeded my expectations in many respects. We have decided to use the program as the foundation training in marketing research at Kodak."
— John Kowiak, Eastman Kodak Company (USA)


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"Principles of Marketing Research provided me with an expanded knowledge and deeper understanding of the overall research process. I feel this course has greatly improved my marketing research skills and increased my confidence in my capabilities."
— Judy Hominy, Pat Henry Market Research, Inc. (USA)


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"I came into the industry from the field side of the business. As a manager I needed to understand the entire scope of the industry. This course gave that to me ... and recognition within the company that my expertise was increased."
— Kris Sorensen, Sorensen Associates, Inc. (USA)




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