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Introduction to Market Research
  • Level Foundation
  • Duration 24 hours
  • Course by Queen Mary University of London
  • Offered by

About

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. Learners who successfully complete this course will be able to: - Discuss the fundamentals of market research - Reflect on the research process - Formulate research questions and research objectives - Develop a research proposal - Ethics in market research This course is for market research analysts, social media strategists, marketing managers, product managers and market researchers.

Modules

Introduction to Market Research

    • 2 Videos
    • 1 Readings
    • 2 Discussion
Show info about module content

2 Discussions

  • Personal Expectations and Objectives
  • What Makes Good Market Research?

2 Videos

  • Specialisation Overview
  • Faculty Welcome to Introduction to Market Research

1 Readings

  • Why Study Market Research?

Essentials of Market Research

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Quiz
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Knowledge

1 Discussions

  • Marketing Intelligence vs Market Research

1 Videos

  • Market Research vs Marketing Research

1 Readings

  • Marketing Intelligence

1 Quiz

  • Refresh Your Knowledge

Market Research Process: Problem Identification and Definition

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Knowledge

1 Discussions

  • Problem Identification Market Research vs Problem Solving Market Research

1 Videos

  • Stages in Market Research Process

2 Readings

  • Problem Definition: Problem Identification vs Problem Solving Research
  • Importance of Problem Identification and Formulation

Market Research Process: Drafting an Approach to the Problem

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Quiz
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1 Discussions

  • The Research Proposal

1 Videos

  • The Research Proposal

1 Readings

  • Elements of the Research Approach

2 Quiz

  • Test Your Knowledge
  • Refresh Your Knowledge

Understanding Theory and Research Philosophies

    • 1 Videos
    • 2 Readings
    • 2 Quiz
Show info about module content

1 Videos

  • Research Hypotheses and Propositions

2 Readings

  • Research Philosophies: Positivism and Interpretivism
  • Theory: Concepts and Variables

2 Quiz

  • Test Your Knowledge
  • Concepts and Variables

Ethics in Market Research

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Quiz
Show info about module content

1 Discussions

  • Ethical treatment of key informants

1 Videos

  • Define Research Ethics

1 Readings

  • Ethical Treatment of Key Informants

2 Quiz

  • Test Your Knowledge
  • Refresh Your Knowledge

Quantitative and Qualitative Research: An Initial Approach

    • 1 Videos
    • 2 Readings
    • 1 Quiz
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Drafting a Research Proposal

1 Videos

  • Research Approaches

2 Readings

  • Quantitative Research
  • Qualitative and Quantitative Research: An Initial Approach

1 Quiz

  • Test Your Knowledge

Ethics: Community, Sponsor and Team Members

    • 1 Videos
    • 1 Readings
    • 2 Discussion
    • 1 Quiz
Show info about module content

2 Discussions

  • Research Ethics
  • Reflective Activity

1 Videos

  • Ethics and Community

1 Readings

  • Ethics: Sponsor and Team Members

1 Quiz

  • Test Your Knowledge

Research Design

    • 1 Videos
    • 3 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Defining Research Design

3 Readings

  • Research Design: Exploratory Research
  • Using Exploratory Research to Approach the Research Problem
  • Research Design: Conclusive or Exploratory?

1 Quiz

  • Test Your Knowledge

Research Design: Descriptive vs Causal Research vs Exploratory Research

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Quiz
Show info about module content

1 Discussions

  • Research Design

1 Videos

  • Descriptive Research

1 Readings

  • Descriptive vs Causal vs Exploratory Research

2 Quiz

  • Test Your Knowledge
  • Refresh Your Knowledge

Errors in Research Design

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Quiz
Show info about module content

1 Discussions

  • Errors in Research Design

1 Videos

  • Errors in Research Design

2 Readings

  • Researcher Errors
  • Interviewer & Key Informant Errors

1 Quiz

  • Test Your Knowledge

Fieldwork or Collection of Data

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Quiz
Show info about module content

1 Discussions

  • Fieldwork and Types of Data

1 Videos

  • Fieldwork

1 Readings

  • Types of Data: Primary Data, Secondary Data & Marketing Intelligence

2 Quiz

  • Test Your Knowledge
  • Refresh Your Knowledge

Data Preparation and Analysis: Initial Steps

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Quiz
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1 Discussions

  • Data Preparation

1 Videos

  • Plan the Research Project

2 Readings

  • Data Preparation
  • Offering Marketing Intelligence Through Market Research

1 Quiz

  • Test Your Knowledge

Data Preparation and Analysis: Coding

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Quiz
Show info about module content

1 Discussions

  • Editing and Coding

1 Videos

  • Preparing a Codebook

1 Readings

  • Data Analysis: Coding

2 Quiz

  • Test Your Knowledge
  • Refresh Your Knowledge

Data Preparation and Analysis: Scales of Measurement and Data Analysis and Interpretation

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Quiz
Show info about module content

1 Discussions

  • Data Analysis and Interpretation

1 Videos

  • Selection of Scales and Measures

2 Readings

  • Data Analysis and Interpretation
  • Data Preparation and Analysis: Tabulation

1 Quiz

  • Test Your Knowledge

Report Preparation and Presentation

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Quiz
Show info about module content

1 Discussions

  • Research Report

1 Videos

  • The Written Report

1 Readings

  • Report Preparation and Presentation

2 Quiz

  • Test Your Knowledge
  • Refresh Your Knowledge

Auto Summary

Discover the essentials of market research with our comprehensive course, "Introduction to Market Research," offered by Coursera in the Sales & Marketing domain. Guided by an expert instructor, this foundational course delves into the core principles of market research, the intricacies of the research process, and the critical role of a well-crafted research proposal. You will learn to effectively formulate research questions and objectives, solve relevant problems, and uphold ethical standards in market research. Throughout the course, you will gain proficiency in: - Understanding the basics of market research - Reflecting on and navigating the research process - Crafting precise research questions and objectives - Developing a robust research proposal - Adhering to ethical practices in market research With a duration designed for in-depth learning, this course is perfect for market research analysts, social media strategists, marketing managers, product managers, and market researchers looking to enhance their skills. Choose from flexible subscription options, including Starter and Professional, to best suit your learning needs. Join us and advance your market research expertise with this foundational course.

Athanasia Lampraki
Instructors

Athanasia Lampraki

Evangelia Katsikea
Instructors

Evangelia Katsikea