market research analyst courses

Outside USA: +1‑607‑330‑3200

Market Research Cornell Certificate Program

Overview and courses.

Master the art of market research with this online certificate program designed to empower you with the insights and knowledge needed to create winning marketing strategies. By understanding your target audience, identifying opportunities, evaluating the competition, and making data-driven decisions, you will gain the essential skills to drive your organization's success in today's competitive marketplace.

This comprehensive certificate program will equip you with the tools, techniques, and methodologies to excel in the field of market research and analysis. Throughout the courses, you will discover how to conduct effective research, segment and target customers, position brands, and communicate brand value. You’ll come away from the program armed with the knowledge and skills to create a lasting impact on your organization's growth and success.

For the best experience in this program it is recommended to take these courses in the order that they appear.

Course list

• Essentials of Marketing Strategy

Analyzing Segmentation and Targeting

In this course, you'll use the statistical method of cluster analysis to meaningfully segment and target your market based on customer needs and preferences. Through interactive, applied activities, you'll analyze how customers naturally segment themselves within your market -- and how to predict and target the most profitable segments for your business. Customer data analyzed are similar to what is typically commissioned from market research firms.

Using Data for Positioning Brands

To improve sales and market share, knowing what consumers want isn't enough. You also need to know what they believe your product or service, and your competitors', provides. In this course, you'll create and use perceptual maps to identify which dimensions consumers use to differentiate among products, and how they perceive your products relative to competitors'. These maps are valuable for identifying opportunities to introduce and position new products, repositioning existing products, and identifying your true competitors.

Market Research and Analysis

Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the focus of this course. In it, you will learn how to be an intelligent consumer of information when it comes to market research and analysis so you can become a more effective decision-maker. You will first look at market research, including the purpose and goals of research; how to balance the ideal with reality in doing research; and how to apply the six stages of research to a marketing situation.

You will then examine different ways to analyze the data acquired through market research. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.

You are required to have completed the following course or have equivalent experience before taking this course:

Creating and Communicating the Value of Your Brand

An organization's brand is one of its most valuable assets. Your organization's brand represents the themes and ideas that your customers associate with the organization. The value of your brand, otherwise known as brand equity, impacts everything from consumer awareness to the salience of your brand in the market. Creating and communicating the value of your brand across channels can improve the value of your organization and the return on your marketing.

In this course, you will look at the value of a brand through brand equity from both the firm's and the customer's perspective. You will make the connection between customer loyalty and building brand equity. You will also discuss marketing communications: how they work, what forms exist, and how you use them to build brand equity.

Marketing Symposium   LIVE

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we’ll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

Upcoming Symposium: August 13 – 14, 2024 11AM – 1PM ET

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.

How It Works

• View slide #1
• View slide #2
• View slide #3
• View slide #4
• View slide #5
• View slide #6
• View slide #7
• View slide #8
• View slide #9

Faculty Authors

• Certificates Authored

Sachin Gupta is Henrietta Johnson Louis Professor of Marketing at the SC Johnson Graduate School of Management. Professor Gupta’s research focuses on marketing research, healthcare, privacy of marketing data, nonprofits, and marketing analytics.

In 2020 Professor Gupta’s paper published in the Journal of Marketing Research received the AMA-EBSCO Annual Award for Responsible Research in Marketing. The award honors outstanding research that produces credible and useful knowledge that can be applied to benefit society. In 2014 his paper in the International Journal of Pharmaceutical and Healthcare Marketing received the Outstanding Paper award. In 2008 his paper published in the Journal of Marketing Research in 2003 received the O’Dell award of the American Marketing Association. This award is given to the authors of the best article published five years earlier. Professor Gupta also received the Paul Green award of the American Marketing Association in 2003. In 2007, he received the Cornell Hospitality Quarterly’s best paper award for his article on customer satisfaction in the restaurant industry. Five of his other published papers have been finalists for the O’Dell award, the Paul Green award, and the John D.C. Little award of INFORMS.

In 2020 Professor Gupta was appointed Editor in Chief of the Journal of Marketing Research, where he had been co-editor since 2016. From 2010 to 2013 Professor Gupta was Johnson’s Associate Dean for Academic Affairs. In that role he was responsible for recruitment and development of faculty, and for the school’s research function. From 2014 to 2018 he was director of Cornell’s PhD program in Management.

At Johnson, Gupta teaches a popular MBA elective course called Data Driven Marketing. He has previously taught MBA elective courses in Marketing Research and Pricing, and the Marketing Management core course in the MBA and EMBA programs. He teaches in a variety of non-degree executive education programs. In 2009, he received the Stephen Russell Distinguished Teaching Award, given by the Johnson class of 2004, at their fifth reunion. In 2007 the graduating MBA class selected him to receive the Apple Award for Teaching Excellence. Gupta is the author of eCornell’s Data Driven Marketing certificate. He previously taught at the Kellogg School of Management at Northwestern University, where he received the Sidney Levy Award for teaching excellence and was recognized in the Dean’s four-star list on multiple occasions.

• Demand Marketing

Market Research

• Digital Marketing 360
• Data Privacy Strategy
• Digital Leadership
• Management 360
• Integrated Marketing 360
• Marketing Analytics

Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.

• Product Marketing

Key Course Takeaways

• Use systematic processes to define a market strategy
• Create a strategic customer segmentation plan
• Apply the concepts of segmentation, targeting, and positioning to a product or service
• Position new products, reposition existing products, and identify competitors
• Analyze market research to learn more about customers and products/services
• Explore the value that brands provide to the consumer

Download a Brochure

What You'll Earn

• Market Research Certificate from Cornell’s SC Johnson College of Business
• 50 Professional Development Hours (5 CEUs)

Watch the Video

Who should enroll.

• Marketing professionals and analysts
• Business analysts
• Managers using data insights to make business decisions
• Account executives
• Product managers

“I was really able to harness that technology and have a classroom right at my kitchen table with eCornell.”

“ecornell’s certificate in marketing helped me leap ahead in my career, become more knowledgeable, and feel like more of a significant contributor to my team. i use the skills i learned in the program every day to forward my goals and company initiatives.”.

• View testimonial #1
• View testimonial #2

Request Information Now by completing the form below.

Enter your information to get access to a virtual open house with the eCornell team to get your questions answered live.

Skip to main content

• Principles of Market Research

You are here

• Market Research

The Principles of Market Research course helps both new and experienced market research practitioners understand the full process of research from beginning to end. This online course is completed through self-paced study and covers the 13 topics of the Market Research Core Body of Knowledge (MRCBOK™).

This popular course is endorsed by all major market research and insights industry associations and is kept up-to-date to reflect new methods and concepts in the market research industry. It offers an engaging learning experience through interactive exercises and continuous feedback so that participants can gauge their progress throughout the course. Successful completion earns a Certificate of Program Completion and qualifies graduates for the certification designations of three global professional associations.

Test your knowledge with our online diagnostic quiz

You define the problem. We offer strategic solutions.

Market Research is a process driven by fundamental principles. This self-paced online course offers market research analysists regardless of the amount of experience they possess to gain insight on contemporary concepts and methods in the industry. This Market Research Core Body of Knowledge (MRCBOK™) course is organized into 13 cornerstone topics allowing you to set a solid foundation for your research, analytical, and communication skills.

Become the process. Reach the consumer with strategic solutions.

What You'll Learn

Learning objectives, who should attend, course information.

Test your current knowledge with our free online diagnostic quiz

What You’ll Learn

The course is organized into 13 topics:

Introduction to Market Research and the Research Process

Market Research Design and Data Identification

Sampling in Market Research

Qualitative Market Research

Quantitative Data Collection Methods

Measurement and Questionnaire Design

Introduction to Data Analysis

Advanced Analytic Techniques

Working with Secondary Data: Syndicated and Big Data

Communicating Research Results

Global Market Research

Emerging Methods and the Future of Market Research

Ethical and Legal Issues in Market Research

This course provides a spectrum of organized lessons providing the foundations of market research and process. Don’t continue to use antiquated methods, this industry is fast-paced and sharpening your skill base sets you apart in the conference room. Learn market research design and data identification. Embrace qualitative research methods and introduce yourself to the competitive world of data analytics and advanced techniques. Become a more competent researcher, designer, and communicator as you embrace emerging methods and the future of market research. Challenge yourself to properly question ethical and legal issues that may arise through data collection and consumer analysis methods. Become a global market thinker.

• Name the different types of business decisions in which market research is used by companies to develop strategy and tactics.
• Describe the role of primary and secondary data, the differences between them, and how they can be applied in a synergistic manner to address the business issues.
• Explain how to use the principles of sampling to make judgments about representativeness and bias in secondary data.
• Identify how to select the ideal internal or external moderator for the project and understand which attributes to look for when selecting a moderator.
• Compare and contrast the differences between type I and type II errors, and their potential impact on business decisions.
• Describe a common framework that distinguishes between multivariate analytic techniques and helps guide the decision of what technique to use when, based on the following factors—dependence, interdependence, number of dependent variables, type of relationship, item being analyzed, nature of metric, and the nature of the business question being addressed.
• Name at least three elements of effective oral presentations.

After completing this course you should be able to:

• Describe how the role and function of market research relate to the role and function of marketing organizations as a whole.
• Describe the relationship between strategic decision makers and market research.
• List the six steps in the market research process.
• 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.
• 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.
• Illustrate how market research can identify the strongest positioning and messaging that organizations can use in communicating with consumers and other audiences.
• 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.
• Identify the different types of companies that comprise the market research industry by the services they offer.
• 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).
• Describe the ethical considerations that guide market research activity--including data collection and reporting--to clients, participants, and the public.
• Lead a discussion with clients to define major business problems they are facing, and probe to discover obstacles, challenges, opportunities, and threats.
• Determine what the clients already know and what they must know in order to take the most informed actions.
• Identify appropriate secondary research and apply data analysis in defining the business problems and research objectives.
• Translate essential business problems into cogent research objectives that are tied to specific business actions and success criteria.
• Determine the appropriate level and depth of information required for decision-making, differentiating “nice-to-know” information from “need-to-know” information. Determine what is practical within the time and budgetary constraints
• Understand what business problems are “researchable” and which are not.
• Describe the processes and approaches to research design and methodology and how these may differ by region in global projects.
• Explain the differences between qualitative and quantitative methods, the types of business problems addressed with each, and how the boundaries between the types of methods are blurring.
• Identify and distinguish between the three basic research designs: exploratory, descriptive and causal.
• Create proposals that clearly articulate the business need/context for the research, research design and methodology, analytical processes, project milestones, costs, and timelines. Explain the relationship between cost and time variables and the research process.
• Discuss the ethical issues researchers face when developing a research proposal.
• Explain how sampling works.
• Discuss the sampling design process: definition of the target population, best modes to reach that population, determination of the sampling frame, selection of sampling technique(s), determination of sample size, and execution of the sampling process.
• Explain the differences between probability and non-probability samples, the benefits, drawbacks, and when each might be used.
• Discuss the major types of probability sampling (simple random, systematic, stratified, and cluster), their benefits, drawbacks, and when each might be used.
• Discuss the major types of non-probability sampling (convenience, quota, and snowball), their benefits, drawbacks, and when each might be used.
• Explain the differences between landline and mobile phone sampling.
• Describe sampling techniques and sources specific to Internet data collection, including mobile research.
• Discuss the survey assignment process and understand the potential bias implications of routing, targeting, prescreening, and prior survey exposure.
• Describe the concept of consistent sampling both in terms of a consistent sample frame and how sample is drawn and quotas are set against that frame.
• Discuss how a single sample frame is not necessarily connected to a single mode and that having multiple points of contact for the same person can increase response rates.
• Describe how the screener section of the survey, as well as dropouts, data quality, and technical issues, will ultimately impact the “sample” that completes the survey.
• Describe the challenges in obtaining representative samples and how representative samples can be improved at the selection stage or through weighting.
• Describe when to use margin of error calculations and confidence levels when reporting results.
• Describe the challenges researchers face when developing samples for global studies.
• Identify the ethical considerations in sampling as applied to both end users (“clients”) and participants.

After completing this course, you should be able to:

• Explain the differences between qualitative and quantitative market research in terms of objectives, sample characteristics, types of data provided, analysis methods, outcomes and when to choose each.
• List some of the types of business decisions that qualitative market research can be used to inform.
• Give examples of misapplications of qualitative market research and explain why it should not be used in these ways.
• Identify the different forms of qualitative market research, including direct versus indirect (observational) techniques, and IDIs versus dyads versus focus groups; understand the relative strengths and weaknesses of each; and understand when each should be used.
• Discuss the use of technology in qualitative market research, including the opportunities offered by mobile technologies.
• List the steps involved in planning and conducting qualitative market research, including the determination of an appropriate qualitative method, selecting qualitative research partners, developing the tools required to execute the research, and understanding the differences between domestic and international projects.
• Describe how a Moderator’s guide is different than a questionnaire. Discuss the best practices associated with building a successful Moderator’s guide and observational report.
• Identify how to design a screener used to recruit participants.
• Discuss how to manage client participation in qualitative settings and how to set expectations in the interpretation of results.
• Describe how to design a UX (user experience) study.
• Discuss the fundamental and applied methods of analyzing and summarizing qualitative data.
• Give examples of ethical issues specifically related to the conduct and interpretation of qualitative market research.
• Demonstrate knowledge of the different quantitative survey methods available to market researchers including online, mobile, telephone, in-person, and mail.
• Discuss the opportunities and challenges presented by the widespread use of mobile devices.
• Select appropriate quantitative methodologies based on the specific project needs.
• Describe techniques for improving survey response rates.
• Explain and classify the different observational methods used by market researchers including in-person observation and passive data collection.
• Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.
• List the key milestones that are required to complete quantitative studies.
• Discuss the key considerations involved in implementing surveys and observational methods when doing global Market Research.
• Explain the multiple steps in designing a questionnaire and the guidelines that should be followed at each step.
• Explain how the choice of data collection method and whether using an interviewer or self-administered format influences questionnaire design.
• Describe potential sources of bias in developing a questionnaire and how to minimize them.
• Describe the methods questionnaire writers use to engage participants, encourage response, and make the survey-taking experience more enjoyable.
• Describe the key issues to consider when designing questionnaires for mobile devices.
• Identify the best practices for designing observational forms of data collection.
• Discuss the primary scales of measurement and differentiate among nominal, ordinal, interval, and ratio scales. Be able to select the most appropriate scale(s) based on analytic requirements.
• Classify scaling techniques as comparative and noncomparative, and describe the comparative techniques of paired comparison, rank order, and constant sum.
• Describe the noncomparative scaling techniques distinguishing between continuous rating scales and itemized rating scales. Identify two commonly used itemized scales: Likert and semantic differential.
• Discuss the criteria used for scale evaluation, and how to assess reliability and validity.
• Discuss the use of software for designing questionnaires.
• Discuss the considerations involved in designing questionnaires and implementing scaling techniques for global research.
• Explain the ethical issues related to questionnaire design and measurement scales.
• Describe the process of creating an analysis plan, and give examples of alternative analytic purposes (e.g., explanatory versus confirmatory).
• Describe the key data sources.
• Name and define the key data types (nominal, ordinal, interval, ratio, etc.).
• Explain the process of matching analytic techniques to different situations and needs, and give examples.
• Summarize descriptive and visual approaches used to familiarize oneself with the data and to identify problems with the data.
• Explain how to assess the impact of missing responses, and select and apply appropriate remedies.
• State the reasons for and methods of statistically adjusting data; e.g., weighting, variable re-specification, and scale transformation.
• Assess the characteristics of the distribution of the data and explain the implications of normality, non-normality, skewness, and multimodal data.
• Illustrate the process for creating and testing hypotheses.
• Describe the difference between statistical and business significance in the context of group comparisons, and explain the factors that have an impact on statistical significance.
• Describe the difference between association and causality, and the potential impact on business decisions and outcomes.
• Identify the major computer programs in current use in market research for the analysis of data.
• Explain how to turn findings into market research conclusions, link findings to business decisions, and create actionable recommendations.
• Compare and contrast the different patterns that express the relationship between two variables (e.g., nonlinear, linear, curvilinear, s-shaped, etc.).
• Distinguish between interpolation and extrapolation.
• Describe what Factor Analysis is, what it does, what type of input data is generally acceptable, and common applications in market research.
• Describe the concept of Segmentation Analysis, what it does, what type of input data is generally acceptable, various techniques on how one may cluster data (e.g., K-Means, RFM, Pareto, etc.) and common segmentation applications in market research.
• Describe what Perceptual Mapping (including the use of Multidimensional Scaling) is and common applications in market research.
• Describe the different techniques used to measure association (i.e., Correlation, Simple Regression, and Multiple Regression), what they do, what type of input data is generally acceptable, and common applications in market research.
• Describe Conjoint Analysis and Choice Modeling, what they do, what type of input data is generally acceptable, and common applications in market research.
• Describe more advanced measures of association (e.g., Logistical Regression and Structural Equation Modeling), what they do, what type of input data is generally acceptable, and common applications in market research.
• Describe what Discriminant Analysis is, what it does, what type of input data is generally acceptable, and common applications in market research.
• Identify the most popular machine learning techniques and describe how researchers can use them to generate insight.
• Describe what neural network analysis is, what it does, what type of input data is generally acceptable. Describe common applications in market research.
• Describe the concept of Marketing Mix Modeling, what it does, what type of input data is generally acceptable, techniques that are used (e.g., multiple regression, Bayesian regression, etc.) and common applications in market research.
• Describe Time Series Analysis, what it does, what type of input data is generally acceptable, what techniques are used, and common applications in market research.
• Describe the difference between statistical significance and business significance.
• Discuss how the integration of technology into our daily lives is creating new opportunities for market researchers.
• Define secondary data as distinct from primary data.
• Describe the various types of data sources available to researchers including syndicated data, transaction data, social media data, and Internet of Things data, emphasizing the strengths and weaknesses of each.
• Describe the various components of the “big data” ecosystem, reinforcing that all data sources—primary and secondary—have compromises and the researcher’s responsibility to select the “best available data” given the business issue being studied.
• Identify some of the typical barriers a researcher encounters in gaining access and using secondary data.
• Discuss the related concepts of data governance, data curation, and data provenance and their importance in assessing the quality of secondary data.
• Discuss the value and the challenges that can be realized by linking primary and secondary data, including the role of data brokers.
• Discuss the ways in which traditional analytic techniques can be applied to secondary data.
• Describe what is meant by machine learning and its relevance when working with large secondary datasets.
• Discuss the challenges and emerging solutions that researchers face when dealing with unstructured data—text, photographs, video, etc.
• Discuss the challenges the researcher faces when using secondary data in a global context.
• Describe the ethical issues, especially related to privacy and confidentiality, when using secondary data.
• Describe the role of the market researcher as a consultant and source of market information.
• Describe the material review and analytic processes required as the foundation of an effective report and presentation with emphasis on data synthesis.
• Give examples of actionable, business-oriented recommendations and contrast those with examples that are not actionable or business-oriented.
• Contrast the differences between presenting facts and opinions and how each should be handled in a research presentation.
• Identify options available for online reporting and the implications for both the researcher and the client.
• Describe the role and appropriate use of graphics in business presentations, from the typical types of graphs used as well as newer techniques (infographic and visualizations).
• Describe how to present findings in a manner consistent with the client’s culture.
• Describe effective presentation techniques for sharing complex statistics with business audiences who are not statistically oriented.
• Describe the advantages and disadvantages of integrating findings and results from multiple sources into your presentation.
• Explain the difference between a report and a presentation, describing the level of detail that is typically required for different audiences.
• Discuss the ethical issues related to the reporting and interpretation of research findings.
• Describe the framework of internal and external environmental factors — marketing, sociocultural, governmental, legal, economic, structural, and informational — that affect global research, and explain how each may impact steps in the research process.
• Describe the problems and various approaches involved in the design and management of global research projects, including the coordination of fieldwork.
• Give examples of secondary data sources — particularly Internet resources — available for global research and factors that should be taken into account when evaluating them.
• Describe the application (including availability and appropriateness) of different data collection methods (telephone, in-person, online, mobile, mail survey, etc.) in global research.
• Describe how sample options available for online and mobile research vary globally.
• Explain the role qualitative research plays in global research and give examples of differences among countries when using qualitative methods globally.
• State special challenges of executing experimental (causal) research in a global setting.
• Identify problems in designing questionnaires with regard to establishing equivalence of scales and measures as related to construct, operational, scalar, and linguistic equivalence when translating (back and parallel) questions into one or more foreign languages.
• Demonstrate knowledge of key issues relating to global online research projects including translations, incentives, and the specific challenges of languages requiring double-byte characters.
• Describe the variety of issues that affect interpretation of the results of global research and identify some of the tools to deal with them.
• Explain the different ethical and legal issues that apply in different parts of the world and how these issues may affect research projects and outcomes.
• Understand the culture dimensions that affect cross cultural and global research.
• Describe how advances in technology are changing how people live and work.
• Review how social media is impacting both marketing and market research.
• Explain how the shift of power to consumers is radically altering the information that businesses need for their companies to be successful.
• Describe the new research opportunities and attendant challenges with the use of mobile devices.
• Summarize how the market researcher's approach to measurement is changing from a focus on attitudes, opinions, and intentions to measuring and understanding behavior.
• Discuss the increasing use of automation and artificial intelligence, noting their potential advantages and disadvantages.
• Describe how do-it-yourself (DIY) research tools have created new challenges and opportunities for market researchers.
• Describe a number of new methodologies, distinguishing between those that already are or are likely to soon be mainstream versus those that are still niche.
• Describe ways to help clients understand and manage the risks inherent in "hot" new technologies and methods.
• Give examples of how technology continues to impact sampling.
• Discuss the pros and cons of surveys as a source of insight.
• Explain the advantages and disadvantages of conducting in-person qualitative research versus digital qualitative approaches.
• Discuss how the explosion of new research methods and data sources is mandating the use of multiple methods and a need for synthesis.
• Explain how the scope and roles of market research are changing and expanding. Discuss the impact on research professionals from both the client and research agency perspectives.
• Explain why solid ethical practices are essential to the long-term success of market research and the responsibilities researchers have to the key stakeholders—research participants, clients, the general public, and the research profession.
• Describe the concept of harm and how it applies to those whose data we collect and/or process.
• Describe the concept of personal data - sometimes called personally-identifiable data or PII - and its evolution over time.
• Describe some of the ways which a transition from primary data collection to increased reliance on secondary data is changing our ethical responsibilities to those whose data we analyze.
• Discuss the universal principles of privacy and data protection as applied in market research in different countries and cultures.
• Distinguish between ethical requirements and legal requirements.
• Describe what a privacy impact assessment or PIA involves.
• List the major industry and professional associations for market research practitioners and organizations worldwide.
• Explain how the market research industry’s commitment to self-regulation creates a unique set of legal and ethical obligations.
• Cite major sources of guidance for researchers concerned about their legal and ethical responsibilities.
• Anyone interested in strengthening their core skills in market research (new and mid-level)
• Experienced market researchers in search of a quality continuing education resource
• Marketing and product managers and others who interact with the market research function who want to develop a solid foundation in the discipline.

This course is specifically designed for a broad experience base of market researchers, marketing, and product managers, who desire to strengthen their core industry skills. If you are inexperienced in the field, the course begins with you all the introduction and fundamental definitions you need to structure your knowledge base throughout the course. If you are an experienced market researcher, this course sharpens your fundamentals and catapults you to current methods and techniques so you aren’t falling behind the curve.

• Enroll at any time.
• Complete the course's five required graded components within 12 months.
• For more details on How Does The Principles Of Market Research Course Work , please click on the downloadable file.
• View How does it work for more course information.

$1,795 - Standard Fee

$1,595 - Association Discount (Members* of: Insights Association; ESOMAR; Canadian Research Insights Council, The Research Society, Intellus Worldwide, QRCA, AMAI, WAPOR-Latinoamérica, MRII Board of Directors, UGA MMR Advisory Board.)

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

*Membership will be verified.

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

Continuing Education Information

Students successfully completing graded components earn 13.5 Continuing Education Units (CEUs) from The University of Georgia and a Digital Badge . View details about the University of Georgia CEU .

Graduates will also earn a Certificate of Program Completion from Market Research Institute International (MRII), Insights Association, ESOMAR, and the University.

As a graduate of the Principles of Market Research , you will be recognized by industry associations, employers, peer groups, and other professionals as having mastered the core body of knowledge that forms the basis of marketing research. This recognition will help you advance in your company and the industry.

Get certified

When you graduate from our course, you can qualify for certification from three global professional associations: the Canada-based Certified Analytics and Insights Professionals (CAIP); the Australia-based The Research Society (QRP); and, in the healthcare industry, Intellus Worldwide . Your Path to Market Research Certification .-->

There are no required textbooks . Everything you need is built within the course eLearning platform.

Suggested Textbooks (not required)

• Malhotra, Naresh K., Essentials of Marketing Research: A Hands-On Orientation, Pearson Education: Upper Saddle River, NJ. ISBN-13: 978-­0-13-340182-0 (digital subscription edition)
• Chakrapani, Chuck, Analytics for Customer Insights: A Non-Technical Introduction. ©2018. ISBN: 978-­0-920219-52-2 (print version recommended) or ISBN 978-­0-920219-52-2 (eBook).

Included in the online course are suggested reading assignments from the above textbooks. These readings are not required and will not be part of the testing for the course. The textbooks suggestions are simply intended to add depth to your understanding of the topic.

Select the organization to visit their websites.

Founding Organizations

Proud Corporate Sponsors of MRII

Supporting Organizations

Market Research Institute International

Market research courses, ai in focus: market researchers weigh in on workplace impact for today and tomorrow.

MRII's new report covers the impact of artificial intelligence from the researcher’s perspective—what they think about AI, the impact it is having on them, and their views about its future.

Upcoming Webinars

We are pleased to bring you free webinars each month on the hottest topics in our industry, take your research skills to the next level..

Through a unique partnership with the University of Georgia, MRII 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.

Join the more than 9,000 researchers from 107 countries who have taken our courses.

Subscribe to our Newsletter

• Bachelor’s Degrees
• Master’s Degrees
• Doctorate Degrees
• Certificate Programs
• Nursing Degrees
• Cybersecurity
• Human Services
• Science & Mathematics
• Communication
• Liberal Arts
• Social Sciences
• Computer Science
• Admissions Overview
• Tuition and Financial Aid
• Incoming Freshman and Graduate Students
• Transfer Students
• Military Students
• International Students
• Early Access Program
• About Maryville
• Our Faculty
• Our Approach
• Our History
• Accreditation
• Tales of the Brave
• Student Support Overview
• Online Learning Tools
• Infographics

Home / Online Bachelor’s Degree Programs / Online Bachelor of Science in Marketing Degree / Marketing Careers for Bachelor’s in Marketing Graduates / How to Become a Market Research Analyst: Steps and Skills

How to Become a Market Research Analyst How to Become a Market Research Analyst How to Become a Market Research Analyst

Take your next brave step.

Receive information about the benefits of our programs, the courses you'll take, and what you need to apply.

An increasing number of companies across varied industries rely on market research and statistical data to make informed decisions and carry out effective plans. This has made the market research analyst role indispensable in many organizations.

Students who are interested in entering the profession should know that educational investment is crucial. In addition to  earning the right degree  to become a market research analyst, they also need to develop the right set of skills and gain sufficient working experience.

What Does a Market Research Analyst Do?

Market research analysts help companies understand target markets. They do this through in-depth studies of market trends, market conditions, consumer buying behaviors, and other related metrics. Having a comprehensive understanding of these areas allows companies to devise the right products and identify which consumers are likely to purchase those products at certain prices. Market research analysts may accomplish this through questionnaires, interviews, and market analysis, among other strategies. These professionals are also skilled in researching and analyzing competitors.

Market Research Analyst Degree Path

Market research analysts are vital to helping a business target the right consumers and optimize growth strategies. Earning a degree in marketing, business analytics, or a related field can help individuals on their path toward becoming a market research analyst. Gaining professional experience and honing the skills that are considered fundamental for the role are also important.

Collectively, these steps can equip individuals with a foundation in the necessary skills and knowledge to be successful in the career. Just as importantly, they can help individuals understand how best to apply what they’ve learned to an individual company’s goals.

Market Research Analyst Education Requirements

Typically, the market research analyst role requires a minimum of a bachelor’s degree. There are a number of relevant undergraduate degrees, with the most useful offering a deeper understanding of core concepts related to market research analysis, including consumer behavior, target audience identification, and strategic planning.

Those who are interested in an advanced career in market research analysis should consider pursuing a master’s degree. This isn’t a requirement to enter the field, but some employers may prefer candidates with an advanced degree, especially for senior and managerial roles.

How to Become a Market Research Analyst

There are essential steps to becoming a market research analyst, including obtaining the right bachelor’s degree and considering a  master’s degree  for possible higher-level positions. Market research analysts also need several years of work experience to become certified as professional market researchers.

Step 1: Earn a Bachelor’s Degree

Students can begin their paths by earning a bachelor’s in fields such as  marketing ,  business administration , or  psychology . Each of these degrees, in different ways, provides valuable insights, enabling future market research analysts to assess consumer buying behaviors and preferences.

Specifically, a degree in marketing is valuable, since the coursework incorporates business theories and policies, marketing, and the study of consumer behaviors. A bachelor’s in business administration provides a foundation in financial accounting, economics, business law, and statistics. A degree in psychology, on the other hand, allows students to study human nature and behaviors from perspectives that incorporate fundamental concepts such as cognition, multiculturalism, critical thinking, and development through the lifespan.

Step 2: Build On-the-Job Experience

Advancing to the role of market research analyst usually requires at least a few years of industry experience, working in a role such as marketing assistant or account representative. This background helps gain access to greater job opportunities — such as becoming a market research analyst — as well as assists in qualifying for particular certifications. Market research analysts usually work full time, although certain job demands, such as time-sensitive marketing campaigns, may require them to work additional hours.

Step 3: Earn a Master’s Degree (Optional)

To qualify for higher-level positions, market research analysts should consider pursuing a master’s degree. There are degrees that focus specifically on market research analysis related fields, such as marketing, market research, or data analytics; however, professionals may also choose to earn a  Master of Business Administration (MBA) .

In addition to opening greater career opportunities, a master’s degree can also serve as a valuable tool in obtaining the Insights Professional Certification, or IPC. This designation is administered by the Insights Association. To qualify, applicants need to take and pass a test and possess at least three years of work experience. Certified researchers who plan to renew their credentials, which is required every two years, must complete 20 hours of continuing education.

What Skills Does a Market Research Analyst Need?

In addition to building job experience and obtaining the right education, market research analysts need specific soft skills to succeed in the field.

The ability to analyze huge amounts of data is a must, considering that research and information analysis are at the heart of the job. In terms of choosing the right marketing strategies for any given company, critical-thinking abilities also come into play.

Finally, market research analysts need exceptional communication skills. Those interested in becoming market research analysts need to develop oral and written communication skills, as the role typically involves frequent presentations and interactions with clients, team members, consumer audiences, and other stakeholders.

Market Research Analyst Salaries and Job Outlook

According to the BLS, the median salary for a market research analyst in 2020 was $65,810. Several factors contribute to precise salary levels, such as overall professional experience and the position’s location.

In addition, the BLS projects 18% growth for this job between 2019 and 2029. This rate is significantly higher than the 4% average employment growth for all other occupations over the same 10-year period. By 2029, the BLS estimates that as many as 130,300 additional market research analyst jobs will be created.

Several factors contribute to this impressive growth in market research analyst jobs. Companies are relying to a greater degree on data and research to effectively target consumers. The ability to reach the right customers, due to more effective marketing and advertising strategies, leads to an increase in business profits.

The BLS further reports that job applicants with strong backgrounds in statistics and data analysis, as well as those with a master’s degree in marketing or business administration, are likely to have better employment opportunities.

Start Your Journey to Becoming a Market Research Analyst Today

If you have a passion for understanding marketing research, statistical data, and human psychology, a career as a market research analyst might be an excellent choice.

There is no better time than now to invest in your future. Earning a degree in a field such as marketing, statistics, analytics, psychology, or business administration can be a step in the right direction to becoming a market research analyst.

Maryville University offers online  bachelor’s  and  master’s  degrees in a range of fields including  marketing ,  psychology , and  business administration . These rigorous academic degree programs are designed to fit into students’ busy lifestyles, which may include family obligations and full-time jobs.

Be brave. Take the first step today toward an exciting career as a market research analyst.

Recommended Reading

Content Marketing vs. Digital Marketing

Digital Marketing Trends Marketers Need to Know

Inside the Consumer’s Mind: 10 Marketing Psychology Principles for Growing a Business

Insights Association, Insights Professional Certification

Insights Association, “New Insights Professional Certification (IPC) Announced”

Society for Human Resource Management, Market Research Analyst

U.S. Bureau of Labor Statistics, Market Research Analysts

Bring us your ambition and we’ll guide you along a personalized path to a quality education that’s designed to change your life.

Certified Market Research Analyst (CMRA)

The Certified Market Research Analyst (CMRA) program is a comprehensive training designed to equip individuals with the knowledge and skills needed to excel in the field of market research. In today’s data-driven business landscape, effective market research is crucial for making informed decisions, understanding consumer behavior, and driving business growth. This certification empowers participants to understand market research principles, master data analysis techniques, and contribute to better decision-making within organizations. Whether you’re new to market research or seeking to enhance your expertise, the CMRA program offers a comprehensive exploration of core concepts, strategies, and best practices.

Certification Program Objectives:

Upon successful completion of the Certified Market Research Analyst (CMRA) program, participants will achieve the following objectives:

• Foundations of Market Research: Grasp the foundational principles of market research, including understanding the importance of data-driven decision-making.
• Research Methodologies: Acquire skills in selecting appropriate research methodologies, designing surveys, and gathering data effectively.
• Data Collection and Analysis: Understand techniques for collecting and analyzing data, deriving insights, and presenting findings.
• Consumer Behavior Analysis: Develop proficiency in understanding consumer behavior, preferences, and trends through market research.
• Market Segmentation and Targeting: Learn how to segment markets, identify target audiences, and tailor marketing strategies accordingly.
• Competitor Analysis: Acquire skills in analyzing competitors, evaluating market positioning, and identifying competitive advantages.
• Trend Forecasting: Understand how to identify and forecast market trends, enabling proactive decision-making and innovation.
• Strategic Insights and Recommendations: Learn techniques for deriving strategic insights from market research data and providing actionable recommendations.

Certification Requirements:

• Bachelor’s Degree
• 2 – 5 years of relevant work experience

Certification Process:

• To be certified as CMRA, student should take up a 1.5 hours online exam conducted by AIBM.
• The qualifying exam would consist of 50 multiple choice questions, testing core certification modules.
• Professionals with relevant experience and other qualifying criteria may be exempted from the examination.

Certification Modules:

• Module 1: Introduction to Market Research
• Module 2: Research Design and Methodology
• Module 3: Data Collection Techniques
• Module 4: Data Analysis and Interpretation
• Module 5: Market Segmentation and Targeting
• Module 6: Reporting and Presentation of Research Findings

* The modules of the certification are constantly updated and are subject to change.

Who Should Do This Certification:

The Certified Market Research Analyst (CMRA) certification is designed for a diverse range of professionals seeking to excel in market research:

• Market Research Analysts: Those responsible for designing, conducting, and analyzing market research studies to provide insights.
• Marketing Professionals: Individuals looking to enhance their market research skills to drive data-driven marketing strategies.
• Business Analysts: Professionals focused on understanding market trends and consumer behavior to guide business decisions.
• Data Analysts: Those interested in applying data analysis techniques to interpret market research data and extract insights.
• Aspiring Market Researchers: Individuals aspiring to enter the field of market research and seeking comprehensive training.
• Entrepreneurs and Business Owners: Individuals managing their own businesses, looking to develop effective market research strategies.
• Organizational Leaders: Managers interested in understanding the key principles of successful market research for strategic decision-making.

Embark on the journey of achieving the CMRA certification to refine your market research skills, contribute to data-driven decision-making, and play a significant role in providing insights that drive business growth and success within your organization and industry.

AIBM and its subsidiary institutions AIFB, AIPLM, AIHHM, AIIT, AIREM, AIDM, AIEM, AIEHSM, AIIM, AICM, AIDSAI and AIPC offer a range of progressive, flexible and affordable business, management and skill based professional certifications.

Quick links

Welcome Back!

It looks like you already have created an account in GreatLearning with email . Would you like to link your Google account?

1000+ Courses for Free

Forgot password.

If an account with this email id exists, you will receive instructions to reset your password.

Get free access to

1000+ courses with certificates

Live sessions from industry experts

Industry salary insights and benchmarks

Have an account?

By signing up/logging in, you agree to our Terms and condition • Privacy Policy

We've sent an OTP to CHANGE

Setting up your account...

• Great Learning
• Free Courses

Market Research

Free Course on Market Research

Get our all-inclusive market research course to make a lasting impression on your professional contacts! In this course, we'll delve into the core ideas of market research and data-gathering techniques.

Certificate of completion

Presented to

Ajith Singh

For successfully completing a free online course

Provided by

Great Learning Academy

(on JAN XXXX)

What you learn in Market Research ?

About this free certificate course.

Marketing Research is essential as it allows businesses to gather information about their customers and their needs. This information can then be utilized to create marketing campaigns that are more likely to succeed. Additionally, Marketing Research can help businesses determine whether a new product or service is likely to be successful in the marketplace. Some of the critical components of Marketing Research that could be important in any given study may include researching the target market, understanding consumer behavior, conducting competitor analysis, and evaluating market trends.

This Marketing Research free course starts by discussing marketing information and customer insights. Whether it’s with internal data, algorithms, or a combination of internal and external data, consumer insights help to refine the way you communicate to your customers. Brands use consumer insights to understand their customers better and offer personalized marketing and offers. This Marke Research online course will give you a brief introduction to Marketing Research, obstacles faced, and the approaches that lead to better Marketing Research. You will learn about crucial research instruments, various sampling plans, and multiple beneficial contact methods. 

You can now explore more on management courses by going through Great Learning’s Online Management Courses and enrolling in the most preferred Degree and PG programs that support your career goals, and earning certificates on completing the registered courses.

• Course Outline

Share your certificate & get noticed

Showcase your skills

Gain a competitive edge

Stand out to recruiters

Land your dream job

What our learners say about the course

Find out how our platform helped our learners to upskill in their career.

With this course, you get

Free lifetime access

Learn anytime, anywhere

Completion Certificate

Stand out to your professional network

of self-paced video lectures

Share with friends

Frequently Asked Questions

Will I get a certificate after completing this Market Research free course?

Yes, you will get a certificate of completion for Market Research after completing all the modules and cracking the assessment. The assessment tests your knowledge of the subject and badges your skills.

How much does this Market Research course cost?

It is an entirely free course from Great Learning Academy. Anyone interested in learning the basics of Market Research can get started with this course.

Is there any limit on how many times I can take this free course?

Once you enroll in the Market Research course, you have lifetime access to it. So, you can log in anytime and learn it for free online.

Can I sign up for multiple courses from Great Learning Academy at the same time?

Yes, you can enroll in as many courses as you want from Great Learning Academy. There is no limit to the number of courses you can enroll in at once, but since the courses offered by Great Learning Academy are free, we suggest you learn one by one to get the best out of the subject.

Why choose Great Learning Academy for this free Market Research course?

Great Learning Academy provides this Market Research course for free online. The course is self-paced and helps you understand various topics that fall under the subject with solved problems and demonstrated examples. The course is carefully designed, keeping in mind to cater to both beginners and professionals, and is delivered by subject experts. Great Learning is a global ed-tech platform dedicated to developing competent professionals. Great Learning Academy is an initiative by Great Learning that offers in-demand free online courses to help people advance in their jobs. More than 5 million learners from 140 countries have benefited from Great Learning Academy's free online courses with certificates. It is a one-stop place for all of a learner's goals.

What are the steps to enroll in this Market Research course?

Enrolling in any of the Great Learning Academy’s courses is just one step process. Sign-up for the course, you are interested in learning through your E-mail ID and start learning them for free online.

Will I have lifetime access to this free Market Research course?

Yes, once you enroll in the course, you will have lifetime access, where you can log in and learn whenever you want to. 

Success stories

SecOps Engineer

Bandhan Bank

Team Trainer

Altem Technology

Soft Talk India

And thousands more such success stories..

Top Free Management Courses >

Related management courses.

Placement assistance

Personalized mentorship

Detailed curriculum

Learn from world-class faculties

Great Lakes Institute of Management

Post Graduate Diploma in Management (Online)

DEDICATED CAREER SUPPORT

Great Lakes Executive Learning

PGP in Strategic Digital Marketing

Career Support

Wharton Online

Advanced Digital Marketing and Growth Strategies

Popular Upskilling Programs

Scholarships upto ₹25K

PG Program in Artificial Intelligence & Machine Learning

#1 Ranked AI Program

PGP in Data Science and Business Analytics

Dedicated Career Support

Scholarships upto ₹50K

PGP in Data Science and Engineering (Bootcamp)

Dedicated Placement Assistance

Scholarships upto ₹15K

PG Program in Cloud Computing

360° Cloud Learning

Generative AI for Business with Microsoft Azure OpenAI Program

Artificial Intelligence PG Program for Leaders

No Programming Exp Required

MS in Data Science Programme

Live Sessions

Design Thinking: From Insights to Viability

Live Faculty Interaction

Explore new and trending free online courses

Prompt Engineering for ChatGPT

Getting Started with Bard

Generative AI for beginners

ChatGPT for HR

Artificial Intelligence with Python

Introduction to Cyber Attacks

Microsoft Azure Application

Business Intelligence using Excel

SQL for Data Science

Complete TOEFL Prep Course

Interview Preparation using Bard

Customer Service Essentials

Introduction to Google Ads Campaign

TallyPrime Tutorial

Google Bard for Coders

Basics of Data Visualization for Data Science

Complete IELTS Prep Course

GRE Prep Course

Popular topics to explore.

• Marketing Management
• Data Science Microsoft Excel
• Python Machine Learning

Relevant Career Paths >

Market Research Analyst

Social Media Manager

Great Learning Academy - Free Online Certificate Courses

Great Learning Academy, an initiative taken by Great Learning to provide free online courses in various domains, enables professionals and students to learn the most in-demand skills to help them achieve career success.

Great Learning Academy offers free certificate courses with 1000+ hours of content across 1000+ courses in various domains such as Data Science, Machine Learning, Artificial Intelligence, IT & Software, Cloud Computing, Marketing & Finance, Big Data, and more. It has offered free online courses with certificates to 1 Crore+ learners from 170+ countries. The Great Learning Academy platform allows you to achieve your career aspirations by working on real-world projects, learning in-demand skills, and gaining knowledge from the best free online courses with certificates. Apart from the free courses, it provides video content and live sessions with industry experts as well.

Refer & Win >

Premium course worth ₹15,000/-

Oops!! Something went wrong, Please try again.

*Students less than 14 years of age are not eligible

By submitting this form, you consent to our Terms of Use & Privacy Policy and to be contacted by us via Email/Call/Whatsapp/SMS.

Form submitted successfully

We are allocating a suitable domain expert to help you out with your queries. Expect to receive a call in the next 4 hours.