Principles of Market Research

About this course

Learning objectives

Summary of the thirteen topics objectives:

• Describe how the role and function of market research relate to the role and function of marketing organizations as a whole.
• Lead a discussion with clients to define major business problems they are facing, and probe to discover obstacles, challenges, opportunities, and threats.
• Explain how sampling works.
• Explain the differences between qualitative and quantitative market research in terms of objectives, sample characteristics, types of data provided, analysis methods, outcomes and when to choose each.
• Demonstrate knowledge of the different quantitative survey methods available to market researchers including online, mobile, telephone, in-person, and mail.
• Explain the multiple steps in designing a questionnaire and the guidelines that should be followed at each step.
• Describe the process of creating an analysis plan, and give examples of alternative analytic purposes (e.g., explanatory versus confirmatory).
• Describe a common framework that distinguishes between multivariate analytic techniques and helps guide the decision of what technique to use when, based on the following factors—dependence, interdependence, number of dependent variables, type of relationship, item being analyzed, nature of metric, and the nature of the business question being addressed.
• Discuss how the integration of technology into our daily lives is creating new opportunities for market researchers.
• Describe the role of the market researcher as a consultant and source of market information.
• Describe the framework of internal and external environmental factors — marketing, sociocultural, governmental, legal, economic, structural, and informational — that affect global research, and explain how each may impact steps in the research process.
• Describe how advances in technology are changing how people live and work.
• Explain why solid ethical practices are essential to the long-term success of market research and the responsibilities researchers have to the key stakeholders—research participants, clients, the general public, and the research profession.

Who should attend?

• Anyone interested in strengthening their core skills in market research (new and mid-level)
• Experienced market researchers in search of a quality continuing education resource
• Marketing and product managers and others who interact with the market research function who want to develop a solid foundation in the discipline.

Continuing Education Information

Students successfully completing graded components earn 13.5 Continuing Education Units (CEUs) from The University of Georgia and a Digital Badge (Opens in a new window). View details about the University of Georgia CEU (Opens in a new window).

Graduates will also earn a Certificate of Program Completion from Market Research Institute International (Opens in a new window) (MRII), Insights Association, 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.

When you graduate from our course, you can qualify for certification from three global professional associations: the Canada-based Certified Analytics and Insights Professionals (Opens in a new window) (CAIP); the Australia-based The Research Society (Opens in a new window) (QRP); and, in the healthcare industry, Intellus Worldwide (Opens in a new window).

Graduates of the Principles of Market Research course can earn the Intellus Certified Master (ICM) designation. If you have any questions about ICM, contact infoATintellus.org.

The Certified Analytics and Insights Professionals of Canada (CAIP Canada (Opens in a new window)) recognizes the Principles of Market Research course as a primary pathway toward earning the Certified Analytics and Insights Professional (CAIP) designation. Upon completion of the course, candidates will be well prepared to write the final exam to earn the CAIP designation.

Qualified Professional Researcher: Graduates of the Principles of Market Research course also holding membership to The Research Society (formerly known as AMSRS Australia) are eligible for an exemption from sitting the QPR (Opens in a new window) exam. Contact the QPR Manager julieATresearchsociety.com.au for more details.