Introduction to Market Research

Deepen your knowledge of the principles, practices and processes of market research

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

This introductory course enables you to understand the basic principles and practices of market research: what it is and why we do it. The entire research process will be covered, from understanding research requirements and the basic principles of qualitative and quantitative research, through to organising, analysing and presenting findings.

Learning outcomes


• The various approaches and scope of market research

• Basic principles of qualitative and quantitative research

• Analysis and interpretation of findings

• The function of market research in client organisations and its role in business decisions

• Presenting research findings


Who will benefit

 A wide range of delegates including:


• Researchers – both agency and client-side – at the start of their careers

• Research users

• Staff in supporting functions, e.g. administrators who require a basic understanding of market research

• Individuals from small businesses or companies who may need to commission or undertake research but don’t know where to start


Testimonials

"Very accessible, really open and clear instructor, great intro with enough detail not to be superficial."

Phoebe Else, System1 Research
April 2020

"Gavin was really engaging and made it interactive even though it was over Zoom. Left feeling positive and informed."

Jess Cselko, BBC
April 2020

"I really enjoyed the training day, despite it being via webinar instead of in person. Gavin Mulholland was brilliant because he made the presentations easy to follow, very engaging and was really supportive by answering questions throughout. I left the final session with some great advice and knowledge and feeling excited about my career progression in research. I would definitely sign up for another MRS course in the future, particularly if Gavin was leading it."

Mia Loyal, Brand Ignite
April 2020

“A very useful introduction to market research with excellent speakers.”

Lucy Stuart, Ofcom
October 2016

“Useful to complete beginners, some value added to those who are a little initiated.”

Monica Mylordou, Ofcom
March 2016

“Great introduction to conducting research!”

Emma Eveleigh, LiveBuzz
March 2016

“Informative refresher session. Perfect for those just starting out in a new role or people looking to refresh previous learnings.”

Kate Allinson, Thinkbox
March 2016

“A great introduction to Quant & Qual.”

Mafalda Fonseca, Boots
March 2016

“So much information that will really help me to develop as a researcher.”

Tara Davis, Illuminas
December 2015

“A great introduction to essential knowledge.”

Sean Sweeney, Illuminas
December 2015