Marketing research is one of the most important, exciting, and fast-moving aspects of marketing. Many successful marketing decisions have been founded upon sound marketing research. This course introduces market research for students and those who need a practical course and active in an emerging market. This course provides a comprehensive, straightforward account of the practice of market research, the techniques and the day-to-day tasks of the researcher that is easy to understand. Research is critical to competitiveness, and promising research has been essential to companies seeking to increase revenues, reduce costs, and make investment decisions. Business leaders and decision-makers need information if they want to make accurate decisions. Decision-makers need that market data as part of their decision process. From investors to future hires, everybody needs to know what the market is like. Investors need to know because they want to be sure that they are investing in the right place. However, technologies change, market research will continue to play a role in how organizations shape their interaction with their clients, stakeholders, and competitors.

This course can be completed in 2 months. At the end of this course, students will understand how to define the market and use tools to understand the market better. This course is suitable for undergraduates on research methods or research skills courses, where there is a requirement to complete a research project. Besides, research practitioners will find it helpful to reference and source information and ideas on both method and practice. This course illustrates the usefulness and value of research and addresses the decision maker’s problem.