Introduction to Market Research and the Research Process (old)

Learn about the broad set of activities that fall within the realm of “market research.”

Market research is an evolving profession responsible for meeting a growing list of demands. As a result, market research tools are changing rapidly for an increasingly complex world.

This online Principles Express course introduces you to the broad set of activities that define “market research.” It will help you understand the many roles and purposes that research plays in business and other settings and how being a researcher often places you at the heart of decision-making.

Learning Objectives

After completing this course you should be able to:

  1. Describe how the role and function of market research relate to the role and function of marketing organizations as a whole.
  2. Name the different types of business decisions in which market research is used by companies to develop strategy and tactics.
  3. Describe the relationship between strategic decision makers and market research.
  4. List the six steps in the market research process.
  5. Discuss the basic marketing information needs and research methods used to address these needs, including ways to collect and analyze relevant information needed in consumer, business, government, healthcare, and institutional markets.
  6. Acquire an appreciation of the complexities of international market research, including the ways in which research methods and interpretation can differ in global versus local market settings.
  7. Illustrate how market research can identify the strongest positioning and messaging that organizations can use in communicating with consumers and other audiences.
  8. Review the basic issues in product (and services) management, planning and development as related to the product life cycle, brand strategy, product research, and decision making.
  9. Identify the different types of companies that comprise the market research industry by the services they offer.
  10. Describe the recent evolution of market research to take advantage of emerging data sources (such as online data collection and large datasets) and analysis methods (such as text analysis, data mining, and modeling).
  11. Describe the ethical considerations that guide market research activity–including data collection and reporting–to clients, participants, and the public.

Successful enrollees earn a Digital Badge and 1.4 University of Georgia Continuing Education Units (CEUs).

Who Should Attend?

  • Market researchers in client-facing roles looking to advance their careers.
  • Client-side researchers responsible for synthesizing and disseminating research results within their companies.
  • Mid-level staff seeking to expand their skillset.
  • Experienced researchers looking to catch up with the latest developments in communicating market research findings.
  • Corporations seeking professional development options for their internal training portfolio.
  • Supplier-side researchers seeking courses for new-employee onboarding.
  • Mid-level professionals wanting to expand their skillsets beyond population sampling, data collection, and analysis of data subsets.
  • People just entering the research field who want to understand the full process of market research from beginning to end.

Course Information

Course Number: 

90055Course Date Info: 

Course Format: OnlineCourse Fee(s): 

$359 – Standard Fee

$329 – Association Discount (Members* of: Insights Association; ESOMAR; Intellus Worldwide; ARF; AMA, AMSRS, CRIC, and the attendees of TMRE 2019 and IIeX NA 2019.)

$50 – One-Month Extension (only one extension is granted per participant)

*Membership/Attendance will be verified.

Prepayment is required to be registered. Prices listed are per person (US Funds). Prices are subject to change.


C. Frederic (Fred) John – Founder and Principal, Consilience Research & Consulting, LLC

C. Frederic John Fred stumbled into the market research profession nearly 40 years ago and never found the exit. He 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.