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.
Introduction to Market Research
Introduction to Market Research
This course is part of Market Research Specialization
Instructors: Athanasia Lampraki
8,047 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.4
(66 reviews)
Beginner level
Recommended experience
24 hours to complete
3 weeks at 8 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Discuss the essentials of market research
Focus on the research proces
Formulate research questions and research objectives
Develop a research proposal
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
23 assignments
Taught in English
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This course is part of the Market Research Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
5 videos5 readings5 assignments5 discussion prompts
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.
What's included
4 videos6 readings6 assignments1 peer review3 discussion prompts
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.
What's included
4 videos7 readings6 assignments3 discussion prompts
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.
What's included
4 videos6 readings6 assignments4 discussion prompts
Instructors
Instructor ratings
4.0 (15 ratings)Offered by
Explore more from Marketing
Queen Mary University of London
Queen Mary University of London
Queen Mary University of London
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4.4
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Showing 3 of 66
JJ
5
Reviewed on Sep 28, 2024
This is a good Course and those you like to understand how research works this is the base , those people working in Digital Marketing - Research Field may want to consider this as their base course
AS
5
Reviewed on Nov 9, 2024
The course is designed in a wonderful manner and was very helpful.
DA
4
Reviewed on Jan 8, 2023
Distinctive ways of learning. I love this. Everything was out of class. Coursera should add Practical Training sessions with Theory.
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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