Principles of Market Research 

offered by University of Georgia

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

Describe how the role and function of market research relate to the role and function of marketing organizations as a whole

Name the different types of business decisions in which market research is used by companies to develop strategy and tactics

Describe the relationship between strategic decision makers and market research

List the six steps in the market research process

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

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

Illustrate how market research can identify the strongest positioning and messaging that organizations can use in communicating with consumers and other audiences

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

Identify the different types of companies that comprise the market research industry by the services they offer

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)

Describe the ethical considerations that guide market research activity--including data collection and reporting--to clients, participants, and the public

The Principles of Market Research course helps both new and experienced market research practitioners understand the full process of research from beginning to end

This online course is completed through self-paced study and covers the 13 topics of the Market Research Core Body of Knowledge (MRCBOK).

This popular course is endorsed by all major market research and insights industry associations and is kept up-to-date to reflect new methods and concepts in the market research industry

It offers an engaging learning experience through interactive exercises and continuous feedback so that participants can gauge their progress throughout the course

Cost: $1,595 - $1,795

Enroll at any time