Course Brief

This course provides a solid understanding of the marketing research process, as well as the skills necessary to undertake both qualitative and quantitative research. The emphasis is firmly on the practical application of the discipline, using research to solve real marketing problems.

This course is available for purchase through SBCS GLI until January 2022. Examinations are available until August 2023.


  • 45-60 contact hours
Topics covered
  • The nature of marketing research.
  • Planning the research project.
  • Secondary data.
  • Sampling.
  • Surveys.
  • Measurement and scaling.
  • Questionnaires.
  • Qualitative research.
  • Observations and experiments.
  • Quantitative data analysis.
  • Qualitative data analysis.
  • Evaluating, reports and presentation.
  • Applied marketing research.
  • Marketing research settings: business-to-business, services and internal marketing.
  • Global marketing research.
  • Marketing decision-support systems.