How many marketing decisions get made on gut feeling because nobody had the data to back them up? Solid market research closes that gap — it turns assumptions about customers into evidence a business can actually act on. This course builds that capability from the ground up, from framing the right research question to presenting findings that move stakeholders to act.

Participants work through the full research cycle: scoping a project, choosing between desk research, focus groups, and surveys, analyzing what the data actually says, and packaging the results into a presentation with clear recommendations. By the end, learners can plan, run, and communicate a market research project with confidence — not just describe what market research is in theory.

What You Will Learn

• The full market research process, from writing a research brief to designing an effective questionnaire.
• How to launch a survey to a target audience and analyze the results, including basic statistical calculations.
• Research methodologies for both quantitative and qualitative data, and the role of data systems in market research.
• How to synthesize findings into insights and deliver recommendations stakeholders can act on.

Who Should Attend?

• Marketers, marketing managers, and marketing professionals.
• Business owners and start-up founders.
• Marketing students and those responsible for developing market research.
• Anyone building their capabilities in this field.

• Module 1: Marketing Research in Context

  • The role of marketing in organizational success
  • Where market research fits within the broader marketing function
  • An overview of the market research industry

• Module 2: Scoping and Designing a Research Project

  • The marketing research process and writing an effective research brief
  • Sampling approaches and designing questionnaires
  • Choosing appropriate research methodologies for the question at hand

• Module 3: Data Systems and the Role of Information

  • How a marketing information system supports research
  • The role of data and databases in market research
  • Connecting marketing information to research outcomes

• Module 4: Collecting Data in the Field

  • Conducting desk research effectively
  • Designing and implementing a survey using Qualtrics
  • Managing external suppliers performing specialized research

• Module 5: Analyzing Data and Developing Insight

  • Analyzing quantitative and qualitative data
  • Integrating diverse data sources and qualitative research methods
  • Synthesizing findings across methods to develop genuine insight

• Module 6: Presenting Findings and Delivering Recommendations

  • Creating data visualizations in Excel
  • Presenting research findings clearly and persuasively
  • Developing a stakeholder presentation with actionable recommendations

• Module 7: Digital and Emerging Research Tools

  • SEO, SEM, CRM, marketing automation, and content management systems as research inputs
  • Multi-device and multi-tasking research, and understanding the customer buying process
  • Web testing fundamentals, social media research, and practical case studies