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Modern Market Research

Market research step by step execution, limitations of research, focus groups, projective techniques, sources of data.
(8 reviews)
16 students
Created by


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Platform: Udemy
Video: 1h 56m
Language: English
Next start: On Demand

Table of contents


Market research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems. generate, refine and evaluate marketing actions: monitor marketing performance: and improve understanding of marketing as a process. Market research is a well planned, systematic process which implies that it needs planning at all the stages.
There are some limitations of the market research because is being carried out by human beings. The market research is not exact science. Thus, the results and conclusion drawn upon the using market research are not very accurate. The results are very vague as market research is carried out on consumers, suppliers, intermediaries, etc who are humans. Humans have the tendency to behave artificial when they know that they are being observed.
The research goes through some stages in order to get the required information stages are we need to discover the problems, selection of exploration research. probability or non probability, collection of data, editing and coding, data processing, interpretation of data and report findings. This is down to ensure that the information obtained is reduce to the lowest minimum to informed decision making.
The are various ways of collecting data such as primary data that is data that have never being used before and secondary data that is data that have being used before and being gathered for future reuse. There is qualitative research and quantitative research.

You will learn

✓ Learn introduction to market research
✓ Important indicators in market research
✓ Learn details about focus group
✓ Learn about projective technique
✓ Learn about technique of survey methods
✓ Learn about observation methods
✓ Understand sources of data
✓ Questionaire design and its guide lines
✓ Brand health survey


• No requirements

This course is for

• everybody, students, entrepreneurs, business people, managers, companies, marketers, researchers,consultants,business moguls etc
MBA/Chief Executive Officer
My education is centered on business and marketing, I have studied with Chartered Institute of Marketing ( C.I.M-UK) from certificate in marketing, advance certificate in marketing to post graduate diploma in marketing. I proceeded to do master of business administration from central university graduate business school.

I have eighteen years of practical working experience with reputable organisations. The names of these previous organisations I have worked with are Central university Lecturer, Platinum Impex limited, Regional sales/marketing officer, sales/marketing executive, Laine Services Limited. Strict marketing research services chief executive officer/consultant,etc. Iam currently self employed, working as chief executive officer/ consultant of Strict Consult.
I believe in ardent entrepreneurship and always prepare to help business start-up voluntary. In this twenty first century, the customer is king, and every business or student need to understand the customer centric regime. you need the right education and training to understand the customer and deliver to his satisfaction. If you satisfy the customer consistently he will pay your organisation with his loyalty. 
Browse all courses by on Coursemarks.
Platform: Udemy
Video: 1h 56m
Language: English
Next start: On Demand

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