Marketing Management - The Marketing Research Process

Understand the process of conducting a successful marketing research.

Publisher: NPTEL
This free online marketing course teaches you about the marketing research process. You will study the process of marketing research for decision-making and cover essential aspects of this research including forms of experimental and statistical design, measurement and scaling, use of questionnaires and sampling processes and methods. You will also look into the process of data collection, preparation, and analysis.
  • Duration

    1.5-3 Hours
  • Students

  • Accreditation






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The Marketing Management - The Marketing Research Process course discusses the different ways marketing research can be approached by an organization in order to gain valuable information to assist in the marketing decision-making process.

Firstly, you will be introduced to causal research and its different features. It describes the different forms of experimental and statistical design that can be used in a research. You will learn about the importance of measurement and how it is used in marketing research, and how scaling works and different types of scaling.

Following that, this course will take you through the use of questionnaires in marketing research for obtaining information from respondents. You will be introduced to the sampling process and different sampling techniques with their features. In the end, you will learn about the data collection process, preparation and analysis for marketing research. You will get to know how data is collected and prepared in the marketing research process.

This course also teaches you about hypothesis testing used in marketing research and different methods of data analysis that can be used in marketing research. This course will be of great interest to business professionals, marketers and those who want to learn about the marketing research process.

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