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Marketing
Research
Good marketing starts with knowing your market. Learn the methods, tools, and analytical thinking that turn data into competitive advantage.
What You'll Learn
A full semester of marketing research — completed at your own pace, with no deadlines or fixed class times.
What You'll Be Able to Do
- Understand factors influencing consumer purchase decisions, with a focus on cultural and value-based elements, and their implications for marketing strategies
- Develop a comprehensive grasp of customer experience, market segmentation, and their roles in shaping marketing effectiveness
- Master the design and execution of marketing research projects, differentiating between primary and secondary data sources, and utilizing both quantitative and qualitative methodologies
- Analyze ethical considerations in consumer data collection and apply marketing research findings to real-world case studies
- Gain proficiency in advanced data analysis techniques, including statistical methods and modern digital platforms, and effectively communicate research findings through formal reports and presentations
Major Course Topics
Course chapters and lessons
Marketing Research has 13 chapters across 58 instructional hours, as listed in the course syllabus. Expand any chapter to see the lessons inside it.
- Chapters
- 13
- Lessons
- 101
- Instructional hours
- 58 hrs
- Semester hours
- 3
Chapter 1
Consumer Behavior, Market Segmentation, and Marketing Research Foundations
- 1.1 How Cultural and Social Forces Shape Consumer Purchase Decisions
- 1.2 How Personal Values, Lifestyle, and Psychology Drive Individual Buying Choices
- 1.3 Defining Customer Experience: Elements, Influencing Factors, and Lifecycle
- 1.4 The Importance of Market Segmentation to Marketers
- 1.5 Market Segmentation: Geographical, Demographical, and Psychographic Aspects
- 1.6 What Is Marketing Research: Definition, Purpose, and Strategic Role
- 1.7 Setting Up a Marketing Research Project: A Step-by-Step Guide
- 1.8 Primary Data in Marketing Research: Definition, Sources, and Collection Methods
- 1.9 Secondary Data in Marketing Research: Definitions, Sources, and Collection Techniques
- 1.10 Quantitative vs. Qualitative Research in Marketing: Key Differences
Chapter 2
Research Design, Methodology, and Data Collection Frameworks
- 2.1 Collecting and Analyzing Data: Qualitative and Quantitative Approaches
- 2.2 Tata Consumer Products’ Qualitative & Quantitative Research: A Marketing Case Study
- 2.3 Internal vs. External Research: Suppliers, Services, and When to Outsource
- 2.4 Ethical Considerations in Collecting Consumer Information for Marketing Research
- 2.5 Marketing Research Methods: How Research Is Designed and Analyzed
- 2.6 The Six Phases of the Marketing Research Process
- 2.7 From Business Problems to Research Frameworks: Structuring Questions and Selecting Analytical Models
Chapter 3
Research Design — Exploratory, Descriptive, and Causal
- 3.1 Choosing the Right Research Design for Your Marketing Study
- 3.2 Exploratory Research: When You Need to Discover and Understand Before Measuring
- 3.3 Descriptive and Causal Research: When You Need to Measure, Compare, or Prove Relationships
- 3.4 Quota Sampling: How It Works and When to Use It
- 3.5 Probability Sampling Methods: Types and Definitions
- 3.6 Determining Sample Size and Confidence Levels for Marketing Research Studies
- 3.7 Minimizing Sampling and Non-Sampling Errors in Marketing Research
- 3.8 How Qualitative Methods Are Used in Marketing Research
Chapter 4
Qualitative Research Methods and Analysis
- 4.1 Focus Groups: Definition, Benefits, and Drawbacks
- 4.2 Conducting Marketing Research Focus Groups: Online and In-Person
- 4.3 Using Interviews to Gather Marketing Research Data
- 4.4 The User Experience Research Process
- 4.5 Ethnographic Research in Marketing: What It Is and How It Works
- 4.6 Building Online Feedback Communities for Ongoing Consumer Insights
- 4.7 Indirect Elicitation Methods: Projective Techniques and Laddering Interviews for Uncovering Deeper Consumer Motivations
- 4.8 Decision-Making and Task Scenarios in Qualitative Marketing Research
Chapter 5
Survey Research, Measurement, and Quantitative Observation
- 5.1 How to Analyze Qualitative Marketing Research Data
- 5.2 Understanding Survey Research: Definition, Methods, and Types
- 5.3 Response Styles in Surveys: Types, Advantages, and Disadvantages
- 5.4 Choosing the Right Survey Method: Online, Phone, Mail, or In-Person
- 5.5 Measurement and Scaling in Marketing Research
- 5.6 Comparative vs. Non-Comparative Scales in Marketing Research
- 5.7 How to Design Effective Marketing Research Questionnaires
- 5.8 Advanced Survey Techniques: Conjoint Analysis for Trade-Off Measurement and Gamification for Higher Engagement
- 5.9 Observational Research Methods: Watching What Consumers Actually Do
Chapter 6
Experimental Research and Causal Analysis
- 6.1 Flipkart: A Case Study in Marketing Research
- 6.2 Research Variables Explained: Dependent, Independent, Control, Extraneous, and Moderator
- 6.3 What Are Causal Effects and Why They Matter in Marketing Research
- 6.4 Correlation vs. Causation: How to Tell the Difference
- 6.5 True Experimental Design in Marketing Research
- 6.6 Quasi-Experimental Designs: Definitions, Characteristics, Types, and Examples
Chapter 7
Experimental Design, Factorial Methods, and Field Research
- 7.1 Time in Research: Cross-Sectional vs. Longitudinal Study Designs
- 7.2 Factorial Design in Marketing Research: Definition and Example
- 7.3 Variations in Factorial Design
- 7.4 Designing Experiments for Marketing Research
- 7.5 Common Challenges in Field Experiments and How to Overcome Them
- 7.6 Field Experiments in Action: Testing Entertainment Products and Campaigns
Chapter 8
Secondary Data, Syndicated Sources, and Data Preparation
- 8.1 Types of Secondary and Syndicated Data Sources in Marketing Research
- 8.2 Consumer Panels in Marketing Research: Purpose and Role
- 8.3 Longitudinal Data in Marketing Research: Purposes and Applications
- 8.4 Using Geographic and Consumer Data in Marketing Research
- 8.5 Collecting and Preparing Data in Marketing Research
- 8.6 Encoding and Scoring Data in Marketing Research
- 8.7 How to Respecify and Transform Variables in Excel
Chapter 9
Statistical Measures and Data Distribution
- 9.1 Data Coding and Recoding in Excel
- 9.2 Statistical Software for Marketing Research
- 9.3 Central Tendency Measures: Mean, Median, and Mode
- 9.4 Calculating Mean and Standard Error of the Sampling Distribution
- 9.5 Measures of Variability: Range, Variance, and Standard Deviation
- 9.6 Understanding Data Spread: How to Interpret Distribution Shape
- 9.7 Detecting Trends and Investigating Relationships in Marketing Data
Chapter 10
Categorical Analysis, Cross-Tabulation, and Descriptive vs. Inferential Statistics
- 10.1 Analyzing Categorical Data with Statistical Techniques
- 10.2 Making Estimates and Predictions from Categorical Data
- 10.3 Frequency Distributions: Summarizing and Visualizing Marketing Data
- 10.4 Cross-Tabulation Reports: Finding Patterns Across Consumer Groups
- 10.5 Creating Cross-Tabulations in Excel: Step-by-Step Process and Examples
- 10.6 Descriptive vs. Inferential Statistics: What They Are and When to Use Each
Chapter 11
Hypothesis Testing and Inferential Statistics
- 11.1 The Chi-Square Test: What It Measures and How to Use It
- 11.2 Understanding t-Tests: Assessing Statistical Differences Between Groups
- 11.3 ANOVA: Comparing Differences Across Three or More Groups
- 11.4 The Z Test: Formula and Examples
- 11.5 Parametric and Non-Parametric Tests in Marketing Research
- 11.6 Hypothesis Testing with Large Independent Samples
- 11.7 Hypothesis Testing for Proportions
- 11.8 Hypothesis Testing for Differences Between Two Proportions
- 11.9 Hypothesis Testing for Matched Pairs and Dependent Samples
Chapter 12
Correlation, Regression, and Advanced Data Analysis
- 12.1 Interpreting the Correlation Coefficient
- 12.2 Coefficient of Determination (R²): What It Tells You About Your Data
- 12.3 How to Build a Correlation Matrix in Excel
- 12.4 Using Regression Analysis to Predict Business Outcomes
- 12.5 Bivariate Analysis: Examining the Relationship Between Two Marketing Variables
- 12.6 Perceptual Mapping: Visualizing How Consumers Position Brands and Products
- 12.7 Factor Analysis: Confirmatory and Exploratory Approaches
- 12.8 Perceptual Mapping in Marketing: Definition, Techniques, and Examples
- 12.9 Putting Advanced Data Analysis to Work: Real-World Marketing Applications
- 12.10 Consumer Privacy and Participation in Marketing Research: Challenges and Considerations
Chapter 13
Digital Trends, Ethics, and Reporting Research Findings
- 13.1 Mobile Marketing Trends: How Smartphones Are Changing Consumer Research
- 13.2 Big Data Analytics: Turning Massive Datasets into Marketing Insights
- 13.3 Ethics of Target Marketing: Where to Draw the Line
- 13.4 Digital Platforms in Marketing Research: Social Media Data and Google Tools in Practice
- 13.5 The Three Key Components of Formal Reports in Marketing Research
- 13.6 Marketing Research Proposals and Research Briefs
- 13.7 How to Report Marketing Research Findings: Formats and Best Practices
- 13.8 Developing a Marketing Research Presentation
These chapters come straight from the official course syllabus, which also sets out the graded assignment and the proctored final exam.
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