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Introduction to Market Research
Athanasia Lampraki
and
Evangelia Katsikea
Athanasia Lampraki
and
Evangelia Katsikea
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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/13slb2/introduction
What's inside
Syllabus
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.
Read more
Syllabus
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.
Read more
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.
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.
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.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops a comprehensive foundation of market research, suitable for beginners
Emphasizes ethical guidelines in market research, fostering a sense of responsibility
Taught by experienced instructors in market research, ensures subject matter expertise
Provides hands-on experience through a variety of assignments, enhancing practical skills
Save this course
Save Introduction to Market Research to your list so you can find it easily later:
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Introduction to Market Research with these
activities:
Review research methods
Show steps
Refresh your knowledge of research methods to ensure you have a solid foundation for the course.
Browse courses on
Research Methods
Show steps
-
Review research design principles.
-
Practice developing research questions and objectives.
-
Explore different data collection methods.
Participate in peer learning discussions
Show steps
Engage with your peers to exchange ideas, ask questions, and deepen your understanding.
Show steps
-
Join a study group or online discussion forum.
-
Contribute to discussions and ask for clarification when needed.
-
Collaborate on projects or assignments.
Develop Survey for Market Research
Show steps
Creating a survey is a practical way to apply the concepts of market research and data collection.
Browse courses on
Market Research
Show steps
-
Research survey design best practices
-
Identify the target audience and research questions
-
Design the survey questions and structure
-
Test the survey for clarity and effectiveness
Seven other activities
Expand to see all activities and additional details
Show all ten activities
Follow tutorials on qualitative research
Show steps
Supplement your understanding of qualitative research by following online tutorials.
Browse courses on
Qualitative Research Methods
Show steps
-
Search for reputable online tutorials.
-
Follow tutorials on interviewing techniques.
-
Practice conducting mock interviews.
Data Analysis Techniques for Market Research
Show steps
Guided tutorials can provide structured guidance on applying data analysis techniques commonly used in market research.
Browse courses on
Data Analysis
Show steps
-
Review basic statistical concepts and hypothesis testing
-
Learn about different data analysis software and tools
-
Follow step-by-step tutorials on market research data analysis
-
Apply the techniques to analyze real-world market research data
Create a mock research proposal
Show steps
Demonstrate your understanding of research proposal development by creating a mock proposal.
Browse courses on
Research Proposal
Show steps
-
Define the research problem and objectives.
-
Develop a research methodology.
-
Outline the expected outcomes and deliverables.
Attend a workshop on market research ethics
Show steps
Expand your knowledge of market research ethics by attending a relevant workshop.
Browse courses on
Research Ethics
Show steps
-
Search for reputable workshops on market research ethics.
-
Attend the workshop and actively participate in discussions.
-
Reflect on the ethical implications of market research.
Write a Market Research Case Study
Show steps
Writing a case study allows learners to synthesize their understanding of market research principles and apply them to a real-world scenario.
Browse courses on
Case study
Show steps
-
Identify a relevant market research case study topic
-
Research the topic and gather data from various sources
-
Analyze the data and identify key insights
-
Develop recommendations based on the findings
-
Write a comprehensive case study report
Solve case studies on market research
Show steps
Apply your knowledge and skills by solving real-world market research case studies.
Browse courses on
Problem Solving
Show steps
-
Identify a case study that aligns with your interests.
-
Analyze the case study and identify the research problem.
-
Develop a research plan and collect data.
-
Analyze the data and draw conclusions.
Mentor other students in market research
Show steps
Solidify your understanding of market research by mentoring other students.
Browse courses on
Mentorship
Show steps
-
Identify opportunities to mentor other students.
-
Provide guidance and support on research concepts and projects.
-
Share your experiences and insights with your mentees.
Review research methods
Show steps
Refresh your knowledge of research methods to ensure you have a solid foundation for the course.
Browse courses on
Research Methods
Show steps
Show steps
Show steps
- Review research design principles.
- Practice developing research questions and objectives.
- Explore different data collection methods.
Participate in peer learning discussions
Show steps
Engage with your peers to exchange ideas, ask questions, and deepen your understanding.
Show steps
Show steps
Show steps
- Join a study group or online discussion forum.
- Contribute to discussions and ask for clarification when needed.
- Collaborate on projects or assignments.
Develop Survey for Market Research
Show steps
Creating a survey is a practical way to apply the concepts of market research and data collection.
Browse courses on
Market Research
Show steps
Show steps
Show steps
- Research survey design best practices
- Identify the target audience and research questions
- Design the survey questions and structure
- Test the survey for clarity and effectiveness
Seven other activities
Expand to see all activities and additional details
Show all ten activities
Follow tutorials on qualitative research
Show steps
Supplement your understanding of qualitative research by following online tutorials.
Browse courses on
Qualitative Research Methods
Show steps
Show steps
Show steps
- Search for reputable online tutorials.
- Follow tutorials on interviewing techniques.
- Practice conducting mock interviews.
Data Analysis Techniques for Market Research
Show steps
Guided tutorials can provide structured guidance on applying data analysis techniques commonly used in market research.
Browse courses on
Data Analysis
Show steps
Show steps
Show steps
- Review basic statistical concepts and hypothesis testing
- Learn about different data analysis software and tools
- Follow step-by-step tutorials on market research data analysis
- Apply the techniques to analyze real-world market research data
Create a mock research proposal
Show steps
Demonstrate your understanding of research proposal development by creating a mock proposal.
Browse courses on
Research Proposal
Show steps
Show steps
Show steps
- Define the research problem and objectives.
- Develop a research methodology.
- Outline the expected outcomes and deliverables.
Attend a workshop on market research ethics
Show steps
Expand your knowledge of market research ethics by attending a relevant workshop.
Browse courses on
Research Ethics
Show steps
Show steps
Show steps
- Search for reputable workshops on market research ethics.
- Attend the workshop and actively participate in discussions.
- Reflect on the ethical implications of market research.
Write a Market Research Case Study
Show steps
Writing a case study allows learners to synthesize their understanding of market research principles and apply them to a real-world scenario.
Browse courses on
Case study
Show steps
Show steps
Show steps
- Identify a relevant market research case study topic
- Research the topic and gather data from various sources
- Analyze the data and identify key insights
- Develop recommendations based on the findings
- Write a comprehensive case study report
Solve case studies on market research
Show steps
Apply your knowledge and skills by solving real-world market research case studies.
Browse courses on
Problem Solving
Show steps
Show steps
Show steps
- Identify a case study that aligns with your interests.
- Analyze the case study and identify the research problem.
- Develop a research plan and collect data.
- Analyze the data and draw conclusions.
Mentor other students in market research
Show steps
Solidify your understanding of market research by mentoring other students.
Browse courses on
Mentorship
Show steps
Show steps
Show steps
- Identify opportunities to mentor other students.
- Provide guidance and support on research concepts and projects.
- Share your experiences and insights with your mentees.
Career center
Learners who complete Introduction to Market Research will develop knowledge and skills
that may be useful to these careers:
Market Research Analyst
Market Research Analyst
A Market Research Analyst conducts thorough research on consumer preferences, market trends, and other relevant data to inform marketing campaigns and business decisions. This course provides a solid foundation in the fundamentals of market research and the research process, from problem formulation to data analysis and report writing. By completing this course, learners will gain the skills and knowledge necessary to become successful Market Research Analysts.
Social Media Strategist
Social Media Strategist
A Social Media Strategist develops and executes social media campaigns to engage with target audiences, build brand awareness, and drive business results. This course helps build a foundation in market research, providing Social Media Strategists with the insights they need to understand their target audience and create effective social media strategies.
Marketing Manager
Marketing Manager
A Marketing Manager oversees all aspects of a company's marketing efforts, from market research and campaign development to budget management and performance evaluation. This course provides a comprehensive overview of market research, helping Marketing Managers make informed decisions about target markets, product development, and marketing strategies.
Marketing Researcher
Marketing Researcher
A Marketing Researcher conducts market research studies to gather data on consumer behavior, market trends, and other relevant information. This course provides a thorough grounding in market research methods and techniques, helping Marketing Researchers design and execute effective research studies.
Product Manager
Product Manager
A Product Manager is responsible for the development, launch, and marketing of a company's products or services. This course provides Product Managers with the market research skills they need to understand customer needs and develop products that meet those needs.
Business Analyst
Business Analyst
A Business Analyst analyzes business processes and systems to identify areas for improvement and efficiency. This course may be useful for Business Analysts who want to gain a better understanding of market research methods and how they can be used to inform business decisions.
Consultant
Consultant
A Consultant provides professional advice and guidance to businesses and organizations on a variety of topics, including marketing and market research. This course may be useful for Consultants who want to expand their knowledge of market research and provide more comprehensive services to their clients.
Data Analyst
Data Analyst
A Data Analyst collects, analyzes, and interprets data to identify trends and patterns. This course may be useful for Data Analysts who want to gain a better understanding of market research methods and how they can be used to inform data-driven decisions.
Sales Manager
Sales Manager
A Sales Manager leads and manages a team of sales professionals to achieve sales targets. This course may be useful for Sales Managers who want to gain a better understanding of market research methods and how they can be used to identify and target potential customers.
Project Manager
Project Manager
A Project Manager plans, executes, and monitors projects to ensure their successful completion. This course may be useful for Project Managers who want to gain a better understanding of market research methods and how they can be used to inform project planning and execution.
Product Developer
Product Developer
A Product Developer creates and develops new products or services for a company. This course may be useful for Product Developers who want to gain a better understanding of market research methods and how they can be used to identify customer needs and develop products that meet those needs.
Advertising Manager
Advertising Manager
An Advertising Manager plans and executes advertising campaigns for a company or organization. This course may be useful for Advertising Managers who want to gain a better understanding of market research methods and how they can be used to develop effective advertising campaigns.
Public relations manager
Public relations manager
A Public Relations Manager manages a company's public relations and communications efforts. This course may be useful for Public Relations Managers who want to gain a better understanding of market research methods and how they can be used to build and maintain a positive public image.
Media Planner
Media Planner
A Media Planner develops and executes media plans for advertising campaigns. This course may be useful for Media Planners who want to gain a better understanding of market research methods and how they can be used to identify and target potential customers.
Brand Manager
Brand Manager
A Brand Manager develops and manages a brand's identity and marketing strategy. This course may be useful for Brand Managers who want to gain a better understanding of market research methods and how they can be used to build and maintain a strong brand.
For more career information including salaries, visit:
OpenCourser.com/course/13slb2/introduction
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Introduction to Market Research.
Save
Provides a comprehensive overview of the market research process, from problem definition to data analysis and reporting.
This textbook provides a comprehensive overview of marketing research, including qualitative and quantitative methods.
Provides a collection of best practices in market research.
This textbook provides a comprehensive overview of research methods in the social sciences.
This code of ethics provides guidance on ethical conduct for market researchers.
Save
Provides a vision for the future of market research.
This textbook provides a concise overview of marketing research, including both qualitative and quantitative methods.
Provides a practical guide to qualitative market research methods.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/13slb2/introduction
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Effort
20 hours (4 hours per week)
Level
Introductory
Via
Coursera
Institution
Queen Mary University of London
Instructors
Athanasia Lampraki
Evangelia Katsikea
Language
English
Transcripts
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This course belongs to a
collection
called
Market Research. It's comprised of four courses:
- Research Methodologies
- Research Instruments and Research Hypotheses
- Analysis and Interpretation of Data
- Introduction to Market Research (viewing)
Good to know
Develops a comprehensive foundation of market research, suitable for beginners
Emphasizes ethical guidelines in market research, fostering a sense of responsibility
Taught by experienced instructors in market research, ensures subject matter expertise
Provides hands-on experience through a variety of assignments, enhancing practical skills
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