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.
Introduction to Market Research
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Introduction to Market Research
This course is part of Market Research Specialization
Instructors: Athanasia Lampraki
6,461 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.3
(43 reviews)
Beginner level
Recommended experience
24 hours to complete
3 weeks at 8 hours a week
Flexible schedule
Learn at your own pace
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
21 quizzes, 2 assignments
Taught in English
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This course is part of the Market Research Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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 readings3 quizzes2 assignments5 discussion prompts
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 quizzes1 peer review3 discussion prompts
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 quizzes3 discussion prompts
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.
What's included
4 videos6 readings6 quizzes4 discussion prompts
Instructors
Instructor ratings
3.9 (12 ratings)Offered by
Recommended if you're interested in Marketing
University of Rochester
Indian School of Business
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