All-New, Comprehensively Updated “Principles of Market Research” Course Launched by MRII & UGA

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As of October 2019, nearly 9,000 market researchers in 104 countries have empowered their careers and organizations through courses offered by the University of Georgia and Market Research Institute International

ATHENS, Georgia – OCTOBER 2, 2019 – The Market Research Institute International, in cooperation with the University of Georgia Center for Continuing Education, has launched a comprehensively updated version of its flagship course, Principles of Market Research, completion of which can lead to certification in the U.S. and Australia — and soon also in Canada. This streamlined course provides the same quality education as previous editions of the course while reducing the required hours from 200 to 135 and covering new or expanded topics such as qualitative, secondary data, and ethical and legal issues faced by today’s market researchers. 

Principles of Market Research is the culmination of four years of research and development,” said Dan Coates, president of Ypulse and current volunteer president of the MRII. “This new edition of the course was shaped by research with past and prospective participants; extensive input from the MRII’s board of directors, each an accomplished insights professional; and from 11 authors, each an accomplished and well-known practitioner. As a result, the new course is carefully aligned with the needs of the insight industry as we enter the 2020s.” 

The self-paced online training program teaches all 13 topics of the Market Research Core Body of Knowledge (MRCBOK™ 2019) — the fundamental skills needed to conduct state-of-the-art market research in today’s highly competitive global economy. In recognition of the 25th year since the introduction of the MRCBOK, the core body of knowledge was updated in consultation with industry associations and insights practitioners. The course is endorsed by ESOMAR, Insights Association, AMSRS, and other major market research industry associations and was piloted by more than 300 practicing insights and market researchers.

The latest edition of Principles of Market Research offers outstanding value to participants in six key ways:

  • The course now features all-new, updated coverage of key qualitative, secondary data, and ethical and legal issues faced by today’s insights professionals.
  • Streamlined, more interactive than ever, and no longer requiring a textbook, this new version of the course can now be completed in one-third less time, without compromising the expanded and in-depth topics.
  • Participants who successfully complete the course can earn certification through industry associations in the United States, Australia, and — starting in January — Canada.
  • The course is entirely self-paced and provides a common foundation of market research knowledge within the workplace.
  • This internationally recognized flagship course has always provided a global outlook that has attracted participants from 104 countries.
  • The unique needs of healthcare insights professionals are addressed throughout by industry callouts.

“We are excited that, after 25 years, we are still at the forefront of educating market research and insights professionals across the globe,” said Kiel Norris, director of continuing education at the UGA Center for Continuing Education. “It is a testament to the industry that MRII invested their time and industry expertise in expanding the Principles of Market Research certificate program. Their dedication to meeting the educational needs of their workforce is obvious, and we are enthusiastic to continue our relationship with the industry for years to come.”

Students completing the updated Principles of Market Research will earn 13.5 continuing education units and a digital badge from the University of Georgia. The course offers 135 contact hours of instruction, allowing students to advance their careers and enhance their research skills while continuing to work full-time. 

For more information, please visit:

About MRII

Founded by a consortium of industry leaders, the Market Research Institute International offers the industry’s premier online market-research courses designed to teach the fundamental skills needed to conduct robust and insightful market research. Authored and continually updated by industry subject-matter experts, the courses are supported by and meet the certification requirements of industry associations worldwide. For more information, please visit

About the University of Georgia Center for Continuing Education & Hotel

As a unit of the University of Georgia’s Office of the Vice President for Public Service and Outreach, the Georgia Center provides innovative lifelong learning opportunities through its continuing education programs. Located on the university’s campus, the Georgia Center includes a full-service hotel with 200 newly renovated rooms and suites, restaurants, banquet areas, conference rooms, auditoriums, a fitness center, and a computer lab — all under one roof. For more information, please visit



Jeffrey Henning, MRII, 

Pam Bracken, University of Georgia,   

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