Creating marketing insights for competitive advantage

The title of this course has been changed from ‘Marketing Research’ to ‘Marketing Insights’ to reflect the way new methods of data collection, analysis and synthesis are transforming the efficiency and effectiveness of market research. Please refer to the ‘Version’ section in the online course text to see a full description of changes made to this update.

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


Topics covered

• The nature of marketing research.
• Planning the research project.
• Secondary data.
• Sampling.
• Measurement, scaling and questionnaire design.
• Qualitative data collection.
• Quantitative data collection.
• Qualitative data analysis.
• Quantitative 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.

Sample our online resources

Here’s a little look at the support you can expect

Course taster

Get a feel for the course before you make that all-important purchase.

This pdf is a short version of the full course text. It gives you the contents page and the first module...

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Course development

This course is available for purchase from now and until 31 July 2021, and examinations are offered until June 2023.

If you’re thinking about starting today you’ll study our Marketing Insights course, as outlined here.

If you’re looking to begin studying from 2020, you’ll be able to choose a new version of the course, redeveloped for study through our new virtual learning environment. 

Both courses are equivalent and transferrable, so your choice today won’t affect your award.

Why change? We’re in the process of moving to a new learning platform which will give you more interactive learning opportunities and newly designed courses.

'Visualise This'

We have a library of informative visual material to guide you through critical concepts. Here’s just one of them.

The full library is available through your Student Portal.