You are here

Click here to qualify for Introduction to Market Research and the Research Process Special Discount Learn about the broad set of activities that fall within the realm of “market research.”

Market research is an evolving profession responsible for meeting a growing list of demands. As a result, market research tools are changing rapidly for an increasingly complex world.

This online Principles Express course introduces you to the broad set of activities that define “market research.” It will help you understand the many roles and purposes that research plays in business and other settings and how being a researcher often places you at the heart of decision-making.

Market research connects companies to their customers.

Market research is a key process by which a firm understands the needs, wants, and desires of customers and translates those needs into solutions that meet business objectives.

Decision makers use market research to develop strategies and tactics that minimize risk. Market research typically focused on increasing the efficiency and effectiveness of the company’s productive capacity, thereby increasing the return on investment.

Market research is an evolving profession responsible for meeting a growing list of demands. As a result, market research tools are changing rapidly for an increasingly complex world. At the same time, a number of fundamental aspects of the field remain unchanged, and provide continuity with a distinguished heritage serving business, other types of organizations, and society as a whole.

Learning Objectives

After completing this course you should be able to:

  1. Describe how the role and function of market research relate to the role and function of marketing organizations as a whole.
  2. Name the different types of business decisions in which market research is used by companies to develop strategy and tactics.
  3. Describe the relationship between strategic decision makers and market research.
  4. List the six steps in the market research process.
  5. Discuss the basic marketing information needs and research methods used to address these needs, including ways to collect and analyze relevant information needed in consumer, business, government, healthcare, and institutional markets.
  6. Acquire an appreciation of the complexities of international market research, including the ways in which research methods and interpretation can differ in global versus local market settings.
  7. Illustrate how market research can identify the strongest positioning and messaging that organizations can use in communicating with consumers and other audiences.
  8. Review the basic issues in product (and services) management, planning and development as related to the product life cycle, brand strategy, product research, and decision making.
  9. Identify the different types of companies that comprise the market research industry by the services they offer.
  10. Describe the recent evolution of market research to take advantage of emerging data sources (such as online data collection and large datasets) and analysis methods (such as text analysis, data mining, and modeling).
  11. Describe the ethical considerations that guide market research activity--including data collection and reporting--to clients, participants, and the public.

Who Should Attend?

  • Market researchers in client-facing roles looking to advance their careers.
  • Client-side researchers responsible for synthesizing and disseminating research results within their companies.
  • Mid-level staff seeking to expand their skillset.
  • Experienced researchers looking to catch up with the latest developments in communicating market research findings.
  • Corporations seeking professional development options for their internal training portfolio.
  • Supplier-side researchers seeking courses for new-employee onboarding.
  • Mid-level professionals wanting to expand their skillsets beyond population sampling, data collection, and analysis of data subsets.
  • People just entering the research field who want to understand the full process of market research from beginning to end.

Course Information

Course Number: 

90055

Course Date Info: 
  • Enroll at any time
  • Complete the course's required graded components within 30 days
Course Format: 
Online
Course Fee(s): 

$359 - Standard Fee

$329 - Association Discount (Members* of: Insights Association; ESOMAR; Intellus Worldwide; ARF; AMA, and the attendees of TMRE 2018 and IIeX NA 2018.)

$50 - One-Month Extension (only one extension is granted per participant)

*Membership/Attendance will be verified.

Prepayment is required to be registered. Prices listed are per person (US Funds). Prices are subject to change.

Continuing Education Information: 

Students successfully completing graded components earn a Digital Badge and Continuing Education Unit (CEU) from The University of Georgia. Click for details about the University of Georgia CEU.

As a graduate of the course you will be recognized by industry associations, employers, peer groups and other professionals as being ready to engage with clients and your colleagues in market research projects. You will understand the types of information needed for business decisions. You will know how to select from various methods to satisfy research objectives. This ability will help you advance in your company and the industry.

Course Author:

C. Frederic (Fred) John – Founder and Principal, Consilience Research & Consulting, LLC

C. Frederic JohnFred stumbled into the market research profession nearly 40 years ago and never found the exit. He worked for many years on the research company side, including as Partner at Yankelovich Partners, where he managed the global network and ran a custom research group. In 2001 he crossed to the client side when he joined the global research team at MasterCard Worldwide. He set up his own consultancy in 2012. Throughout his career he has specialized in B2B, corporate reputation, and financial services. Fred has been an active member of ESOMAR, serving on the Council for four years, two as Vice-President. He is a frequent contributor to professional publications, speaker at conferences, and offers training workshops on professional skills such as insights identification and the use of storytelling techniques. His latest articles are “A New Typology of Market Research” and “10 Heresies in Market Research,” both appearing in Quirks Magazine.