Marketing Research

"Market research is what informs your understanding of your customers, competitors, and market trends. 

Without it, you're simply flying blind."

- Gary Vaynerchuk, entrepreneur, author, and speaker.

Course Description

This one-week module in market research is designed to introduce learners to the fundamental concepts and principles of conducting effective market research. The course will cover key topics such as defining research objectives, designing a research plan, collecting and analyzing data, and presenting research findings.

Course Goals

By the end of this course learners will be able to:

1. Understand the key concepts and principles of market research.

2. Define clear and actionable research objectives.

3. Design a basic research plan.

4. Understand the basics of data collection and analysis.

5. Present research findings in a clear and compelling way.

Weekly Learning Objectives

By the end of this week, learners will be able to:

1. Define market research and understand its importance in business decision-making.

2. Develop clear and actionable research objectives based on a given business problem.

3. Design a basic research plan, including selecting appropriate research methods.

4. Understand the basics of data collection, including designing surveys and conducting interviews.

5. Analyze research data to draw meaningful insights.

6. Present research findings in a clear and compelling way.

Instructional Material

1. Lecture notes on market research concepts and principles.

2. Case studies of successful market research projects.

3. Templates and guides for developing research objectives, designing a research plan, and presenting research findings.

4. Articles and resources on data collection and analysis techniques.

 Assessments

1. A short quiz on market research concepts and principles.

2. Assignment to develop research objectives and a research plan for a given business problem.

3. Assignment to design a survey or interview guide for data collection.

4. Assignment to analyze a sample data set and present research findings.

 Course Technology

1. Learning Management System (LMS) for course content delivery and communication.

2. Presentation software (PowerPoint) for presenting research findings.

3. Survey software (SurveyMonkey) for designing surveys.

4. Spreadsheet software (like Excel) for data analysis.

5. Google Analytics 

Learner Activities



Learner Interactions