Course

Introduction to Market Research


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Here in Introduction to Market Research, you will be introduced to the essentials and nature of market research, the research process, and the importance of a research proposal.

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About this Course

This course concentrates on the foundations of Introduction to Market Research. The 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 in Introduction to Market Research
  • Ethics in market research

This course is for market research analysts, social media strategists, marketing managers, product managers and market researchers.

What You Will Learn

  • Discuss the essentials of market research
  • Focus on the research process
  • Formulate research questions and research objectives
  • Develop a research proposal

Skills You Will Gain

  • Familiarise with the essentials of market research
  • Identify and formulate the research needs
  • Understand the research process
  • Reflect on the development of the research proposal

Syllabus

WEEK 1
6 hours to complete

Introduction to Market Research: Week 1
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.

5 videos (Total 15 min), 5 readings, 5 quizzes

WEEK 2
7 hours to complete

Week 2
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.

4 videos (Total 14 min), 6 readings, 7 quizzes

WEEK 3
6 hours to complete

Introduction to Market Research: Week 3
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.

4 videos (Total 11 min), 7 readings, 6 quizzes

WEEK 4
6 hours to complete

Introduction to Market Research: Week 4
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.

4 videos (Total 12 min), 6 readings, 6 quizzes

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Mass Communication Student, Federal University, Oye Ekiti and Content Creation Specialist. Join me on Twitter.

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