Master Market Research: Methods, Analysis & Strategy

Comprehensive guide to market research, data analysis, and strategic frameworks for actionable business insights

What you'll learn

Define clear market research objectives and hypotheses to align insights with business goals.

Apply qualitative methods like focus groups and interviews to uncover nuanced consumer insights.

Design and execute quantitative surveys, sampling, and secondary research for reliable market data.

Clean and prepare market data, then apply descriptive and inferential statistics, regression, and segmentation.

Requirements

- Basic understanding of statistics and market research concepts - Proficiency in Microsoft Excel or similar spreadsheet tools - Optional familiarity with SPSS, R, or Python for advanced analysis - Internet access for hands-on exercises and case studies

Description

Embark on a transformative journey into the world of market research, data analysis, and strategic decision-making with our comprehensive course. Throughout this program, you will gain a solid foundation in diagnosing business challenges, uncovering consumer insights, and translating data into actionable strategies that drive growth and competitive advantage. Whether you are a marketing professional, business analyst, product manager, or aspiring strategist, this course equips you with practical skills and theoretical frameworks to excel in any market environment.In the first section, you will master core market research methodologies that form the backbone of credible insights. Learn to define precise research objectives, formulate testable hypotheses, and select the right blend of qualitative methods - such as focus groups, interviews, and observational studies - to capture rich consumer perspectives. Next, dive into quantitative techniques including survey design, sampling strategies, and secondary research using industry reports and databases. You'll discover best practices for instrument design, ethical data collection, and quality control, ensuring your findings are both reliable and actionable.The course then shifts to data analysis techniques that transform raw data into compelling stories and strategic imperatives. Start by cleaning and preparing datasets, handling missing values, coding variables, and detecting outliers. Use descriptive statistics - mean, median, mode, and frequency distributions - to summarize key trends, and explore data visually with charts, histograms, boxplots, and scatterplots. Build your foundation in inferential statistics, confidence intervals, and hypothesis testing to make data-driven conclusions. Advance to correlation and regression analysis, segmentation techniques like cluster and factor analysis, and specialized methods such as conjoint analysis and perceptual mapping. Throughout, you will practice hands-on analysis in Microsoft Excel and explore advanced tools like SPSS, R, and Python for scalable, automated workflows.In the strategic theory and application module, you will learn to bridge insights with actionable business strategy. Translate market findings into strategic recommendations using frameworks like SWOT and PESTEL, and assess industry dynamics through Porter's Five Forces. Discover how to define target segments, choose positioning strategies, and craft compelling value propositions with STP. Explore product development techniques including concept testing and minimum viable products, and refine your innovation pipeline through lifecycle management best practices. Finally, hone your ability to communicate research findings persuasively, crafting data-driven stories, slides, and reports that engage stakeholders and influence decision-making.By the end of this course, you will have built a versatile skill set that spans research design, statistical analysis, and strategic planning. You will be able to lead market research projects from conception to conclusion, drive evidence-based marketing strategies, and confidently present your recommendations to senior leadership. Interactive exercises, real-world case studies, and downloadable templates support your learning every step of the way. Whether you aim to advance your career, start a consulting practice, or launch your own business, these proven methodologies will help you make better decisions and secure a competitive edge.Enroll today to unlock the power of market research and data-driven strategy. Begin your path toward making informed, impactful business decisions and elevating your professional expertise.

Overview

Section 1: Intro

Lecture 1 Hello

Section 2: Market Research Methodologies

Lecture 2 Defining Research Objectives

Lecture 3 Qualitative Research Methods

Lecture 4 Quantitative Research Methods

Lecture 5 Secondary and Desk Research

Lecture 6 Competitive and Environmental Analysis

Lecture 7 Designing Research Instruments

Lecture 8 Data Collection Best Practices

Section 3: Data Analysis Techniques

Lecture 9 Data Preparation and Cleaning

Lecture 10 Descriptive Statistics

Lecture 11 Exploratory Data Analysis & Visualization

Lecture 12 Inferential Statistics Basics

Lecture 13 Correlation and Regression Analysis

Lecture 14 Segmentation Techniques

Lecture 15 Conjoint Analysis & Perceptual Mapping

Lecture 16 Using Excel for Analysis

Lecture 17 Advanced Analytical Tools Overview

Section 4: Strategic Theory and Application

Lecture 18 Translating Insights into Strategy

Lecture 19 SWOT Analysis

Lecture 20 PESTEL Analysis

Lecture 21 Porter’s Five Forces

Lecture 22 Segmentation, Targeting & Positioning (STP)

Lecture 23 Product Development and Innovation

Lecture 24 Communicating and Presenting Findings

Section 5: Summary

Lecture 25 Congratulations and Next Steps

This course is designed for marketing professionals, business analysts, product managers, entrepreneurs, and aspiring market researchers who seek practical skills in research methodologies, data analysis, and strategic planning to drive data-driven decisions.