Build practical market research skills to analyze consumer behavior, forecast demand, evaluate pricing, and support business decision-making. You’ll begin with the foundations of marketing and market research, examining key concepts, historical developments, and the role of research in shaping effective business strategies.

You’ll then explore 21 types of market research, including brand matrix research, trend spotting, customer satisfaction studies, demand estimation, mystery shopping, price elasticity testing, sales forecasting, and test marketing. You’ll learn how to select and apply these approaches to assess brand strength, understand customer needs, predict market responses, and evaluate market-entry strategies. Finally, you’ll follow the complete market research process—from choosing primary or secondary data and qualitative or quantitative methodologies to defining objectives, designing research frameworks, developing sampling plans, planning analysis, and structuring actionable reports. Designed for learners who want a systematic understanding of market research, this course uniquely connects the evolution of marketing with diverse research applications and a step-by-step methodology. Enroll to gain a practical framework for planning and applying research that informs competitive business decisions.