Principles of Market Research

Principles of Market Research

$1,795 | 135 Hours | 13.5 CEUs

Set yourself apart from the vast majority of researchers who have not yet earned certification. When you graduate from Principles of Market Research, you can qualify for certification from four global professional associations.

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 135-hour course bundle at the pace you set. Complete the course’s five required graded components within 12 months.

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.
  • At each step along the way, you will have access to a coach-mentor who will respond to your email questions.

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


The Principles of Market Research provided me with important additions to my market research tool box. It goes deep enough to develop a sound theoretical basis for day-to-day decisions, while still being relevant for the practical user. Being an online course assures excellent flexibility to fit into a busy working calendar.
— Georg Neuschütz, General Motors Europe AG, Switzerland

The Principles of Market Research course is IPC Approved. As a future graduate of the Principles of Market Research course, you can receive an automatic examination exemption to the IPC program. With a copy of your University of Georgia Certificate of Program Completion and three years
of research experience, you can be accepted immediately in the program upon submission of your written application.

Graduates of the Principles of Market Research course can earn the Intellus Certified Master (ICM) designation from Intellus Worldwide. Please go here for more information and requirements.

The Certified Analytics and Insights Professionals of Canada (CAIP Canada) recognizes the Principles of Market Research course as a primary pathway toward earning the Certified Analytics and Insights Professional (CAIP) designation. Upon completion of the course, candidates will be well prepared to write the final exam to earn the CAIP designation.

Graduates of the Principles of Market Research course also holding membership to The Research Society (formerly known as AMSRS Australia) are eligible for an exemption from sitting the QPR exam.

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

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

Anyone interested in strengthening their core skills in market research (new and mid-level). Experienced market researchers in search of a quality continuing education resource. Marketing and product managers and others who interact with the market research function who want to develop a solid foundation in the discipline. Learn from the experts! The course author and MRII course contributors have decades of combined experience in this area.

Are there any prerequisites for enrolling in course?

No. There are no prerequisites for enrolling in Principles of Market Research.

Why should I complete the course?
  • Advance your career by enhancing your research skills while continuing to work full time.
  • Expand your knowledge with an interactive online curriculum, written by leading academic and applied market research professionals from around the world.
  • Bolster your credentials by earning continuing education credits (CEUs), a digital badge, and a Certificate of Program Completion from the University of Georgia — a premier U.S. educational institute and recognized global leader in continuing education.
  • Study with the Best in a program that is endorsed by major industry associations and corporations worldwide.
  • Be recognized by certifying bodies in the United States and Australia.
  • Learn on YOUR schedule by studying whenever and wherever you are.
What do I receive when I complete the course?

Successful graduates of the course will receive 13.5 Continuing Education Units (CEUs) from the University of Georgia. Graduates will also earn a Certificate of Program Completion from MRII, Insights Association, ESOMAR, and the University. 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?

That’s up to you. Students in the Principles of Market Research have up to a year to complete the course, but some students graduate in six months or even less. Principles Express courses must be completed within 30 days; many students report completing it over a weekend. A $50 – Six-Month Extension is possible, though only one extension is granted per participant.

How much time will I need to devote to study?

Each program within this course can be completed at your own pace in 8 to 14 hours. This course awards 13.5 Continuing Education Units to successful graduates.

Who wrote this course?

Each program in this course has been written by well-known industry experts, such as Ray Poynter of NewMR, Pete Cape and Keith Phillips of Dynata, and Fred John of Consilience Research (for a list of all the authors see this brochure).

What are the graded components of the course?

To receive 13.5 continuing education units (CEUs) from the University of Georgia and a Certificate of Program Completion from Marketing Research Institute International, Insights Association, ESOMAR, and the University, you must earn a score of 70% or higher on each of the five graded components. For details on the graded components please click here.

Do I have to purchase a textbook?

There are no required textbooks. Everything you need is built within the course eLearning platform. The suggested textbooks are:

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)

Chakrapani, Chuck, Analytics for Customer Insights: A Non-Technical Introduction. ©2018;
ISBN: 978-0-920219-52-2 (print version recommended) or ISBN 978-0-920219-52-2 (eBook).

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