Basics of Marketing Research

This course provides an overview of the important topics that form the foundation of modern market research practices. We begin by explaining the differences between ‘market’ and ‘marketing’ research and discuss the distinction between ‘applied’ and ‘basic’ research. We identify the various types of researchers who work in this field. The course then discusses data warehousing, data mining, the limitations of marketing research and the ethics surrounding its practice. We then explore the different stages of the marketing research process.

Our next section teaches you about the various types of research and their classifications. We go over the many uses and applications of market research and research design. We discuss the principles of questionnaire design and explain how to develop a survey instrument. The course takes you through the ‘flowerpot’ approach and shows you how to write an effective cover letter and documents that supplement your surveys. We also examine the types of scaling procedures and their different types.

This course delves into research methodology to explain sampling, field procedures and hypothesis testing step by step. We go through important technical terms and compare null and alternative hypotheses and type 1 and 2 errors. Our final section presents a case study that demonstrates how to implement all these marketing research concepts. Sign up to understand the complex procedures and approaches used in market and marketing research and learn how they may be applied in real-world situations to build brand awareness, attract new customers and drive business growth.