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Introduction to Market Research

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Introduction to Market Research

This course is part of Market Research Specialization

Instructor: Queen Mary University of London

11,455 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

80 reviews

Beginner level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

80 reviews

Beginner level

Recommended experience

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

96%

Most learners liked this course

What you'll learn

Discuss the essentials of market research
Focus on the research proces
Formulate research questions and research objectives
Develop a research proposal

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

23 assignments¹

AI Graded see disclaimer

Taught in English

91%

of learners achieved a positive career outcome

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Build your subject-matter expertise

This course is part of the Market Research Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course concentrates on the foundations of market research. You will be introduced to the essentials and nature of market research, the research process and the importance of a research proposal. Focus will be devoted to problem formulation, problem solving, research questions and research objectives. The course will be completed with a discussion of ethics on market research.

Module details

This week focuses on the fundamentals of research and the motivations of studying market research. We define market research and we discuss the differences between market research and marketing research. Attention is devoted to marketing intelligence vs market research. The various stages of the market research process are discussed and the importance of market research problem identification and formulation is discussed. The week finishes with a discussion regarding the components of the market research proposal.

What's included

5 videos5 readings5 assignments5 discussion prompts

5 videosTotal 15 minutes

Specialisation Overview2 minutes
Faculty Welcome to Introduction to Market Research4 minutes
Market Research vs Marketing Research4 minutes
Stages in Market Research Process4 minutes
The Research Proposal2 minutes

5 readingsTotal 75 minutes

Why Study Market Research?15 minutes
Marketing Intelligence15 minutes
Problem Definition: Problem Identification vs Problem Solving Research15 minutes
Importance of Problem Identification and Formulation 15 minutes
Elements of the Research Approach15 minutes

5 assignmentsTotal 150 minutes

Test Your Knowledge30 minutes
Refresh Your Knowledge30 minutes
Test Your Knowledge30 minutes
Test Your Knowledge30 minutes
Refresh Your Knowledge 30 minutes

5 discussion promptsTotal 100 minutes

Personal Expectations and Objectives20 minutes
What Makes Good Market Research?20 minutes
Marketing Intelligence vs Market Research 20 minutes
Problem Identification Market Research vs Problem Solving Market Research20 minutes
The Research Proposal20 minutes

The week commences with an understanding of theory, research hypotheses and propositions and opposing research philosophies. The week continues with ethics in market research. The week ends with an introduction regarding quantitative and qualitative research approaches.

What's included

4 videos6 readings6 assignments1 peer review3 discussion prompts

4 videosTotal 14 minutes

Research Hypotheses and Propositions3 minutes
Define Research Ethics4 minutes
Research Approaches4 minutes
Ethics and Community4 minutes

6 readingsTotal 90 minutes

Research Philosophies: Positivism and Interpretivism 15 minutes
Theory: Concepts and Variables15 minutes
Ethical Treatment of Key Informants15 minutes
Quantitative Research15 minutes
Qualitative and Quantitative Research: An Initial Approach15 minutes
Ethics: Sponsor and Team Members15 minutes

6 assignmentsTotal 180 minutes

Test Your Knowledge30 minutes
Concepts and Variables30 minutes
Test Your Knowledge30 minutes
Test Your Knowledge30 minutes
Test Your Knowledge30 minutes
Refresh Your Knowledge30 minutes

1 peer reviewTotal 60 minutes

Drafting a Research Proposal60 minutes

3 discussion promptsTotal 60 minutes

Ethical treatment of key informants20 minutes
Research Ethics20 minutes
Reflective Activity20 minutes

This week focuses on the fundamentals of research and commences with a definition of research design and continues with the identification and discussion of the different types of research design. Errors in research design are discussed and the week finishes with fieldwork and a discussion of the different types of data.

What's included

4 videos7 readings6 assignments3 discussion prompts

4 videosTotal 11 minutes

Defining Research Design4 minutes
Descriptive Research2 minutes
Errors in Research Design3 minutes
Fieldwork2 minutes

7 readingsTotal 105 minutes

Research Design: Exploratory Research15 minutes
Using Exploratory Research to Approach the Research Problem10 minutes
Research Design: Conclusive or Exploratory?20 minutes
Descriptive vs Causal vs Exploratory Research 15 minutes
Researcher Errors15 minutes
Interviewer & Key Informant Errors15 minutes
Types of Data: Primary Data, Secondary Data & Marketing Intelligence15 minutes

6 assignmentsTotal 180 minutes

Test Your Knowledge30 minutes
Test Your Knowledge30 minutes
Refresh Your Knowledge30 minutes
Test Your Knowledge30 minutes
Test Your Knowledge30 minutes
Refresh Your Knowledge30 minutes

3 discussion promptsTotal 60 minutes

Research Design20 minutes
Errors in Research Design20 minutes
Fieldwork and Types of Data20 minutes

The week commences with data preparation analysis and how to plan the research project. The week continues with coding and how to prepare a codebook and with data preparation and analysis and scales of measurement. The week ends with report preparation and presentation.