Introduction to Market Research and the Research Process

Introduction to Market Research and the Research Process

$359 | 14 Hours | 1.4 CEUs

The essential overview for those dedicating themselves to a career in market research.

Demand for researchers is growing, giving market research a Top 10 outlook for business professions, according to US News and World Report.

Gain Vital Skills with Wide Relevance
Every organization has “customers” to please, whether consumers, clients, or internal teams or outside stakeholders. Research skills are vital to help you understand their needs and make yourself indispensable to them in the future.

Enjoy the Flexibility of On-Demand, Self-Paced Courseware
Complete this online 14-hour course at the pace you set. Weekend warriors master a new skill right away, while others take up to 30 days to learn the material and complete the online assessment.

Let Your Employer Grab the Tab
About 83% of our students receive tuition reimbursement from the organizations they work for — and you should, too. Let us send you an employee sponsorship package to help your manager understand the advantage of investing in our courses.

The Industry-Defining Curriculum
The Market Research Core Body of Knowledge (MRCBOK™) is the up-to-date industry consensus on what insights professionals regard as the required fundamentals for research education. Mastering the MRCBOK is the only curriculum recognized by certification programs in the United States, Canada, or Australia. This is the practical foundation to success as a researcher. See this course’s learning objectives.

Drive Your Career Forward

  • Advance your career by enhancing your research skills while continuing to work full time.
  • Earn continuing education units (CEUs) and a Digital Badge from the University of Georgia.
  • Develop a broad understanding of the key activities that define market research.
  • Learn about how market research is evolving and the increasing importance of developing consultative skills.
  • When completed with as few as two other courses, you can be recognized by certifying bodies in the United States, Canada, and Australia.

Hundreds of Leading Firms Trust UGA/MRII to Train Their Teams


Olivia Hughes

I thoroughly enjoyed this online course and found it very educational. As a full-time working professional who has had a career in Market Research for almost 10 years, it was a great way to polish up my skills and also stay up-to-date. The online module was easy to use and the built-in tracking system made completing the course during my busy schedule painless!

—Olivia Hughes, an experienced supplier-side researcher (Canada)

Take this course along with Market Research Design and Data Identification and Ethical and Legal Issues in Market Research to qualify for the IPC Practitioner certificate from the Insights Association. Or combine with any two other Principles Express courses to earn the IPC Specialist certificate.

The first certification level on the Intellus Worldwide certification ladder requires that, in addition to Introduction to Market Research and the Research Process, you complete the following MRII/University of Georgia modules in addition: Ethical and Legal Issues in Market Research, Market Research Design and Data Identification, and Communicating Research Results. You must also complete, as an elective, either Qualitative Market Research or Quantitative Data Collection Methods. Finally, you must complete a quiz for two Intellus Worldwide Sessions.

Financial Paths to Investing in Your Education

Employee Reimbursement 
Receive full or partial tuition funding from your employee. We’ll help you make the case.

Participants in career-oriented programs offered through the University of Georgia Center for Continuing Education may be eligible for financial assistance.

Tuition Awards
Apply for the Reg Baker Award to potentially have your tuition covered by the MRII.

Need advice?
Let our Admissions team help.
Contact Admissions

Frequently Asked Questions

Why are market research skills important today?

In a time of unprecedented change, with pandemic lockdowns accelerating the shift to online modes across every industry, understanding the pain points and needs of customers is vital to the survival of every organization. 

What are the backgrounds of market research students?

With over 9,000 students completing MRII/UGA research courses in the past 24 years, far more researchers learned through continuing education on the job rather than in college or at university. Working adults in marketing, analytics, customer service, and executive leadership teams have turned to research to better serve their organizations and advance their careers.

Who should take the self-paced, self-study course?

Anyone working in market research–whether in a research company or a client organization–seeking a broad understanding of the field. You might be a new researcher with less than two years experience. Or, you might be a seasoned market researcher looking for a refresher or an opportunity to update your knowledge on this topic. Learn from the experts! The course author and MRII course contributors have decades of combined experience in this area.

Why should I complete the course?

As a graduate of the course, you will obtain a foundation of knowledge on which to build as you seek to acquire new research skills. This foundation is essential as you learn how specific methods and techniques can be used to increase your client’s understanding of the business decision that needs to be made. This ability will help you advance in your company and the industry. This course also offers continuing education for research practitioners.

What do I receive when I complete the course?

Successful graduates of the course will receive 1.4 Continuing Education Units (CEUs) from the University of Georgia. Additionally, you will earn a Digital Badge to post to your social media assets. Your Digital Badge recognizes your accomplishment as well as builds your brand and credibility in the global market research industry.

How long does it take to complete the course?

Upon receipt of the course “Welcome” email (containing the course URL, your username, and password), you are given up to 30 days to complete the 14-hour, self-paced, self-study course. A one-month extension can be granted for a nominal fee ($50 US). You can make your one-month extension request and payment here. Upon receipt of your extension request payment, 30 days will be added to your original course expiration date.

How much time will I need to devote to study?

Former students have reported spending 13-16 hours in the course. This course awards 1.4 Continuing Education Units to successful graduates.

Who wrote this course?

C. Frederic JohnC. Frederic (Fred) John, the founder and principal of Consilience Research & Consulting, LLC
A 40-year veteran of the research industry, Fred worked for many years on the research company side, including as Partner at Yankelovich Partners, where he managed the global network and ran a custom research group. In 2001 he crossed to the client side when he joined the global research team at MasterCard Worldwide. He set up his own consultancy in 2012. Throughout his career he has specialized in B2B, corporate reputation, and financial services. Fred has been an active member of ESOMAR, serving on the Council for four years, two as Vice-President. He is a frequent contributor to professional publications, speaker at conferences, and offers training workshops on professional skills such as insights identification and the use of storytelling techniques. His latest articles are “A New Typology of Market Research” and “10 Heresies in Market Research,” both appearing in Quirks Magazine.

Are there any prerequisites for enrolling in course?

No. There are no prerequisites for enrolling in Introduction to Market Research and the Research Process.

What are the graded components of the course?

You must successfully complete three online assessments with a score of 70% or greater:

  • Progress Check 1
  • Progress Check 2
  • End of Course Quiz

When you earn a score of 70% or greater for the End of Course Quiz you will be passed to the evaluation questionnaire where you will be completing a short evaluation of the course.

After you have successfully completed the questionnaire, then click on the section entitled:

Course Complete – Report My Status to the University. An automated message will then be sent to the University of Georgia Center for Continuing Education alerting the administrative staff of your SUCCESSFUL COMPLETION of the online course. Within 36 hours, you will receive a confirmation “graduate” email from the University of Georgia.

Note: When attempting Progress Check 1, you must earn a score of 70% or greater to continue on with the questions in Progress Check 2. When attempting Progress Check 2, you must score a 70% or greater to continue on with the questions in the End of Course Quiz.

Do I have to purchase a textbook?

No. However, we suggest you consider purchasing the recommended textbook. The suggested textbook is:
Malhotra, Naresh K., Essentials of Marketing Research: A Hands-On Orientation, Pearson Education: Upper Saddle River, NJ.
ISBN-13: 978-0-13-340182-0 (digital subscription edition)

Included in the online course are suggested reading assignments from the above textbook.

These readings are not required content and will not be part of the testing for the course. The textbook suggestions are simply intended to add additional depth to your understanding of the topic.

Can I study the online course content with my mobile device? What are the technology requirements (devices and browser)?

The online course content, tools and resources are best optimized for a desktop or laptop computer. While the online platform is designed to be mobile responsive, we strongly recommend the use of a desktop or laptop computer.

To take advantage of the different features (PDF files, URLs/links to external websites, animated exercises, audio and video clips) you should use a Windows or Macintosh-based browser. A robust browser such as Chrome, Firefox, Microsoft Edge, or Safari and a fast internet connection provide the best experience. The online platform supports many popular web browser versions. To find out if your computer’s current software configuration is compatible, see System & Software Requirements.

What are my financing options?

Participants in career-oriented programs offered through the University of Georgia Center for Continuing Education may be eligible for financial assistance.

What is the cancellation/refund policy?

You may cancel your enrollment within the first seven days and receive a refund less a $100 administrative processing fee, provided that you have not accessed the online course material at all. Written requests for course cancellation or transfer must be sent to in order to be processed.

How does this course relate to MRII/UGA’s other courses?

Introduction to Market Research and the Research Process is the first course in our series. It can be taken independently, with any of other Principles Express bundles, or as part of our complete Principles of Market Research program.