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• Principles of Market Research

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The Principles of Market Research course helps both new and experienced market research practitioners understand the full process of research from beginning to end. This online course is completed through self-paced study and covers the 13 topics of the Market Research Core Body of Knowledge (MRCBOK™).

This popular course is endorsed by all major market research and insights industry associations and is kept up-to-date to reflect new methods and concepts in the market research industry. It offers an engaging learning experience through interactive exercises and continuous feedback so that participants can gauge their progress throughout the course. Successful completion earns a Certificate of Program Completion and qualifies graduates for the certification designations of three global professional associations.

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Market Research is a process driven by fundamental principles. This self-paced online course offers market research analysists regardless of the amount of experience they possess to gain insight on contemporary concepts and methods in the industry. This Market Research Core Body of Knowledge (MRCBOK™) course is organized into 13 cornerstone topics allowing you to set a solid foundation for your research, analytical, and communication skills.

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Online 13.5 CEUs Start anytime $1,595 - $1,795

What You'll Learn

Learning objectives, who should attend, course information.

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What You’ll Learn

The course is organized into 13 topics:

Introduction to Market Research and the Research Process

Market Research Design and Data Identification

Sampling in Market Research

Qualitative Market Research

Quantitative Data Collection Methods

Measurement and Questionnaire Design

Introduction to Data Analysis

Advanced Analytic Techniques

Working with Secondary Data: Syndicated and Big Data

Communicating Research Results

Global Market Research

Emerging Methods and the Future of Market Research

Ethical and Legal Issues in Market Research

This course provides a spectrum of organized lessons providing the foundations of market research and process. Don’t continue to use antiquated methods, this industry is fast-paced and sharpening your skill base sets you apart in the conference room. Learn market research design and data identification. Embrace qualitative research methods and introduce yourself to the competitive world of data analytics and advanced techniques. Become a more competent researcher, designer, and communicator as you embrace emerging methods and the future of market research. Challenge yourself to properly question ethical and legal issues that may arise through data collection and consumer analysis methods. Become a global market thinker.

• Name the different types of business decisions in which market research is used by companies to develop strategy and tactics.
• Describe the role of primary and secondary data, the differences between them, and how they can be applied in a synergistic manner to address the business issues.
• Explain how to use the principles of sampling to make judgments about representativeness and bias in secondary data.
• Identify how to select the ideal internal or external moderator for the project and understand which attributes to look for when selecting a moderator.
• Compare and contrast the differences between type I and type II errors, and their potential impact on business decisions.
• Describe a common framework that distinguishes between multivariate analytic techniques and helps guide the decision of what technique to use when, based on the following factors—dependence, interdependence, number of dependent variables, type of relationship, item being analyzed, nature of metric, and the nature of the business question being addressed.
• Name at least three elements of effective oral presentations.

After completing this course you should be able to:

• Describe how the role and function of market research relate to the role and function of marketing organizations as a whole.
• Describe the relationship between strategic decision makers and market research.
• List the six steps in the market research process.
• Discuss the basic marketing information needs and research methods used to address these needs, including ways to collect and analyze relevant information needed in consumer, business, government, healthcare, and institutional markets.
• Acquire an appreciation of the complexities of international market research, including the ways in which research methods and interpretation can differ in global versus local market settings.
• Illustrate how market research can identify the strongest positioning and messaging that organizations can use in communicating with consumers and other audiences.
• Review the basic issues in product (and services) management, planning and development as related to the product life cycle, brand strategy, product research, and decision making.
• Identify the different types of companies that comprise the market research industry by the services they offer.
• Describe the recent evolution of market research to take advantage of emerging data sources (such as online data collection and large datasets) and analysis methods (such as text analysis, data mining, and modeling).
• Describe the ethical considerations that guide market research activity--including data collection and reporting--to clients, participants, and the public.
• Lead a discussion with clients to define major business problems they are facing, and probe to discover obstacles, challenges, opportunities, and threats.
• Determine what the clients already know and what they must know in order to take the most informed actions.
• Identify appropriate secondary research and apply data analysis in defining the business problems and research objectives.
• Translate essential business problems into cogent research objectives that are tied to specific business actions and success criteria.
• Determine the appropriate level and depth of information required for decision-making, differentiating “nice-to-know” information from “need-to-know” information. Determine what is practical within the time and budgetary constraints
• Understand what business problems are “researchable” and which are not.
• Describe the processes and approaches to research design and methodology and how these may differ by region in global projects.
• Explain the differences between qualitative and quantitative methods, the types of business problems addressed with each, and how the boundaries between the types of methods are blurring.
• Identify and distinguish between the three basic research designs: exploratory, descriptive and causal.
• Create proposals that clearly articulate the business need/context for the research, research design and methodology, analytical processes, project milestones, costs, and timelines. Explain the relationship between cost and time variables and the research process.
• Discuss the ethical issues researchers face when developing a research proposal.
• Explain how sampling works.
• Discuss the sampling design process: definition of the target population, best modes to reach that population, determination of the sampling frame, selection of sampling technique(s), determination of sample size, and execution of the sampling process.
• Explain the differences between probability and non-probability samples, the benefits, drawbacks, and when each might be used.
• Discuss the major types of probability sampling (simple random, systematic, stratified, and cluster), their benefits, drawbacks, and when each might be used.
• Discuss the major types of non-probability sampling (convenience, quota, and snowball), their benefits, drawbacks, and when each might be used.
• Explain the differences between landline and mobile phone sampling.
• Describe sampling techniques and sources specific to Internet data collection, including mobile research.
• Discuss the survey assignment process and understand the potential bias implications of routing, targeting, prescreening, and prior survey exposure.
• Describe the concept of consistent sampling both in terms of a consistent sample frame and how sample is drawn and quotas are set against that frame.
• Discuss how a single sample frame is not necessarily connected to a single mode and that having multiple points of contact for the same person can increase response rates.
• Describe how the screener section of the survey, as well as dropouts, data quality, and technical issues, will ultimately impact the “sample” that completes the survey.
• Describe the challenges in obtaining representative samples and how representative samples can be improved at the selection stage or through weighting.
• Describe when to use margin of error calculations and confidence levels when reporting results.
• Describe the challenges researchers face when developing samples for global studies.
• Identify the ethical considerations in sampling as applied to both end users (“clients”) and participants.

After completing this course, you should be able to:

• Explain the differences between qualitative and quantitative market research in terms of objectives, sample characteristics, types of data provided, analysis methods, outcomes and when to choose each.
• List some of the types of business decisions that qualitative market research can be used to inform.
• Give examples of misapplications of qualitative market research and explain why it should not be used in these ways.
• Identify the different forms of qualitative market research, including direct versus indirect (observational) techniques, and IDIs versus dyads versus focus groups; understand the relative strengths and weaknesses of each; and understand when each should be used.
• Discuss the use of technology in qualitative market research, including the opportunities offered by mobile technologies.
• List the steps involved in planning and conducting qualitative market research, including the determination of an appropriate qualitative method, selecting qualitative research partners, developing the tools required to execute the research, and understanding the differences between domestic and international projects.
• Describe how a Moderator’s guide is different than a questionnaire. Discuss the best practices associated with building a successful Moderator’s guide and observational report.
• Identify how to design a screener used to recruit participants.
• Discuss how to manage client participation in qualitative settings and how to set expectations in the interpretation of results.
• Describe how to design a UX (user experience) study.
• Discuss the fundamental and applied methods of analyzing and summarizing qualitative data.
• Give examples of ethical issues specifically related to the conduct and interpretation of qualitative market research.
• Demonstrate knowledge of the different quantitative survey methods available to market researchers including online, mobile, telephone, in-person, and mail.
• Discuss the opportunities and challenges presented by the widespread use of mobile devices.
• Select appropriate quantitative methodologies based on the specific project needs.
• Describe techniques for improving survey response rates.
• Explain and classify the different observational methods used by market researchers including in-person observation and passive data collection.
• Describe the relative advantages and disadvantages of observational methods and compare them to survey methods.
• List the key milestones that are required to complete quantitative studies.
• Discuss the key considerations involved in implementing surveys and observational methods when doing global Market Research.
• Explain the multiple steps in designing a questionnaire and the guidelines that should be followed at each step.
• Explain how the choice of data collection method and whether using an interviewer or self-administered format influences questionnaire design.
• Describe potential sources of bias in developing a questionnaire and how to minimize them.
• Describe the methods questionnaire writers use to engage participants, encourage response, and make the survey-taking experience more enjoyable.
• Describe the key issues to consider when designing questionnaires for mobile devices.
• Identify the best practices for designing observational forms of data collection.
• Discuss the primary scales of measurement and differentiate among nominal, ordinal, interval, and ratio scales. Be able to select the most appropriate scale(s) based on analytic requirements.
• Classify scaling techniques as comparative and noncomparative, and describe the comparative techniques of paired comparison, rank order, and constant sum.
• Describe the noncomparative scaling techniques distinguishing between continuous rating scales and itemized rating scales. Identify two commonly used itemized scales: Likert and semantic differential.
• Discuss the criteria used for scale evaluation, and how to assess reliability and validity.
• Discuss the use of software for designing questionnaires.
• Discuss the considerations involved in designing questionnaires and implementing scaling techniques for global research.
• Explain the ethical issues related to questionnaire design and measurement scales.
• Describe the process of creating an analysis plan, and give examples of alternative analytic purposes (e.g., explanatory versus confirmatory).
• Describe the key data sources.
• Name and define the key data types (nominal, ordinal, interval, ratio, etc.).
• Explain the process of matching analytic techniques to different situations and needs, and give examples.
• Summarize descriptive and visual approaches used to familiarize oneself with the data and to identify problems with the data.
• Explain how to assess the impact of missing responses, and select and apply appropriate remedies.
• State the reasons for and methods of statistically adjusting data; e.g., weighting, variable re-specification, and scale transformation.
• Assess the characteristics of the distribution of the data and explain the implications of normality, non-normality, skewness, and multimodal data.
• Illustrate the process for creating and testing hypotheses.
• Describe the difference between statistical and business significance in the context of group comparisons, and explain the factors that have an impact on statistical significance.
• Describe the difference between association and causality, and the potential impact on business decisions and outcomes.
• Identify the major computer programs in current use in market research for the analysis of data.
• Explain how to turn findings into market research conclusions, link findings to business decisions, and create actionable recommendations.
• Compare and contrast the different patterns that express the relationship between two variables (e.g., nonlinear, linear, curvilinear, s-shaped, etc.).
• Distinguish between interpolation and extrapolation.
• Describe what Factor Analysis is, what it does, what type of input data is generally acceptable, and common applications in market research.
• Describe the concept of Segmentation Analysis, what it does, what type of input data is generally acceptable, various techniques on how one may cluster data (e.g., K-Means, RFM, Pareto, etc.) and common segmentation applications in market research.
• Describe what Perceptual Mapping (including the use of Multidimensional Scaling) is and common applications in market research.
• Describe the different techniques used to measure association (i.e., Correlation, Simple Regression, and Multiple Regression), what they do, what type of input data is generally acceptable, and common applications in market research.
• Describe Conjoint Analysis and Choice Modeling, what they do, what type of input data is generally acceptable, and common applications in market research.
• Describe more advanced measures of association (e.g., Logistical Regression and Structural Equation Modeling), what they do, what type of input data is generally acceptable, and common applications in market research.
• Describe what Discriminant Analysis is, what it does, what type of input data is generally acceptable, and common applications in market research.
• Identify the most popular machine learning techniques and describe how researchers can use them to generate insight.
• Describe what neural network analysis is, what it does, what type of input data is generally acceptable. Describe common applications in market research.
• Describe the concept of Marketing Mix Modeling, what it does, what type of input data is generally acceptable, techniques that are used (e.g., multiple regression, Bayesian regression, etc.) and common applications in market research.
• Describe Time Series Analysis, what it does, what type of input data is generally acceptable, what techniques are used, and common applications in market research.
• Describe the difference between statistical significance and business significance.
• Discuss how the integration of technology into our daily lives is creating new opportunities for market researchers.
• Define secondary data as distinct from primary data.
• Describe the various types of data sources available to researchers including syndicated data, transaction data, social media data, and Internet of Things data, emphasizing the strengths and weaknesses of each.
• Describe the various components of the “big data” ecosystem, reinforcing that all data sources—primary and secondary—have compromises and the researcher’s responsibility to select the “best available data” given the business issue being studied.
• Identify some of the typical barriers a researcher encounters in gaining access and using secondary data.
• Discuss the related concepts of data governance, data curation, and data provenance and their importance in assessing the quality of secondary data.
• Discuss the value and the challenges that can be realized by linking primary and secondary data, including the role of data brokers.
• Discuss the ways in which traditional analytic techniques can be applied to secondary data.
• Describe what is meant by machine learning and its relevance when working with large secondary datasets.
• Discuss the challenges and emerging solutions that researchers face when dealing with unstructured data—text, photographs, video, etc.
• Discuss the challenges the researcher faces when using secondary data in a global context.
• Describe the ethical issues, especially related to privacy and confidentiality, when using secondary data.
• Describe the role of the market researcher as a consultant and source of market information.
• Describe the material review and analytic processes required as the foundation of an effective report and presentation with emphasis on data synthesis.
• Give examples of actionable, business-oriented recommendations and contrast those with examples that are not actionable or business-oriented.
• Contrast the differences between presenting facts and opinions and how each should be handled in a research presentation.
• Identify options available for online reporting and the implications for both the researcher and the client.
• Describe the role and appropriate use of graphics in business presentations, from the typical types of graphs used as well as newer techniques (infographic and visualizations).
• Describe how to present findings in a manner consistent with the client’s culture.
• Describe effective presentation techniques for sharing complex statistics with business audiences who are not statistically oriented.
• Describe the advantages and disadvantages of integrating findings and results from multiple sources into your presentation.
• Explain the difference between a report and a presentation, describing the level of detail that is typically required for different audiences.
• Discuss the ethical issues related to the reporting and interpretation of research findings.
• Describe the framework of internal and external environmental factors — marketing, sociocultural, governmental, legal, economic, structural, and informational — that affect global research, and explain how each may impact steps in the research process.
• Describe the problems and various approaches involved in the design and management of global research projects, including the coordination of fieldwork.
• Give examples of secondary data sources — particularly Internet resources — available for global research and factors that should be taken into account when evaluating them.
• Describe the application (including availability and appropriateness) of different data collection methods (telephone, in-person, online, mobile, mail survey, etc.) in global research.
• Describe how sample options available for online and mobile research vary globally.
• Explain the role qualitative research plays in global research and give examples of differences among countries when using qualitative methods globally.
• State special challenges of executing experimental (causal) research in a global setting.
• Identify problems in designing questionnaires with regard to establishing equivalence of scales and measures as related to construct, operational, scalar, and linguistic equivalence when translating (back and parallel) questions into one or more foreign languages.
• Demonstrate knowledge of key issues relating to global online research projects including translations, incentives, and the specific challenges of languages requiring double-byte characters.
• Describe the variety of issues that affect interpretation of the results of global research and identify some of the tools to deal with them.
• Explain the different ethical and legal issues that apply in different parts of the world and how these issues may affect research projects and outcomes.
• Understand the culture dimensions that affect cross cultural and global research.
• Describe how advances in technology are changing how people live and work.
• Review how social media is impacting both marketing and market research.
• Explain how the shift of power to consumers is radically altering the information that businesses need for their companies to be successful.
• Describe the new research opportunities and attendant challenges with the use of mobile devices.
• Summarize how the market researcher's approach to measurement is changing from a focus on attitudes, opinions, and intentions to measuring and understanding behavior.
• Discuss the increasing use of automation and artificial intelligence, noting their potential advantages and disadvantages.
• Describe how do-it-yourself (DIY) research tools have created new challenges and opportunities for market researchers.
• Describe a number of new methodologies, distinguishing between those that already are or are likely to soon be mainstream versus those that are still niche.
• Describe ways to help clients understand and manage the risks inherent in "hot" new technologies and methods.
• Give examples of how technology continues to impact sampling.
• Discuss the pros and cons of surveys as a source of insight.
• Explain the advantages and disadvantages of conducting in-person qualitative research versus digital qualitative approaches.
• Discuss how the explosion of new research methods and data sources is mandating the use of multiple methods and a need for synthesis.
• Explain how the scope and roles of market research are changing and expanding. Discuss the impact on research professionals from both the client and research agency perspectives.
• Explain why solid ethical practices are essential to the long-term success of market research and the responsibilities researchers have to the key stakeholders—research participants, clients, the general public, and the research profession.
• Describe the concept of harm and how it applies to those whose data we collect and/or process.
• Describe the concept of personal data - sometimes called personally-identifiable data or PII - and its evolution over time.
• Describe some of the ways which a transition from primary data collection to increased reliance on secondary data is changing our ethical responsibilities to those whose data we analyze.
• Discuss the universal principles of privacy and data protection as applied in market research in different countries and cultures.
• Distinguish between ethical requirements and legal requirements.
• Describe what a privacy impact assessment or PIA involves.
• List the major industry and professional associations for market research practitioners and organizations worldwide.
• Explain how the market research industry’s commitment to self-regulation creates a unique set of legal and ethical obligations.
• Cite major sources of guidance for researchers concerned about their legal and ethical responsibilities.
• Anyone interested in strengthening their core skills in market research (new and mid-level)
• Experienced market researchers in search of a quality continuing education resource
• Marketing and product managers and others who interact with the market research function who want to develop a solid foundation in the discipline.

This course is specifically designed for a broad experience base of market researchers, marketing, and product managers, who desire to strengthen their core industry skills. If you are inexperienced in the field, the course begins with you all the introduction and fundamental definitions you need to structure your knowledge base throughout the course. If you are an experienced market researcher, this course sharpens your fundamentals and catapults you to current methods and techniques so you aren’t falling behind the curve.

• Enroll at any time.
• Complete the course's five required graded components within 12 months.
• For more details on How Does The Principles Of Market Research Course Work , please click on the downloadable file.
• View How does it work for more course information.

$1,795 - Standard Fee

$1,595 - Association Discount (Members* of: Insights Association; ESOMAR; Canadian Research Insights Council, The Research Society, Intellus Worldwide, QRCA, AMAI, WAPOR-Latinoamérica, MRII Board of Directors, UGA MMR Advisory Board.)

$50 - Six-Month Extension (only one extension is granted per participant)

*Membership will be verified.

Prepayment is required to be registered. The prices listed are per person (US Funds). Prices are subject to change.

Continuing Education Information

Students successfully completing graded components earn 13.5 Continuing Education Units (CEUs) from The University of Georgia and a Digital Badge . View details about the University of Georgia CEU .

Graduates will also earn a Certificate of Program Completion from Market Research Institute International (MRII), Insights Association, ESOMAR, and the University.

As a graduate of the Principles of Market Research , you will be recognized by industry associations, employers, peer groups, and other professionals as having mastered the core body of knowledge that forms the basis of marketing research. This recognition will help you advance in your company and the industry.

Get certified

When you graduate from our course, you can qualify for certification from three global professional associations: the Canada-based Certified Analytics and Insights Professionals (CAIP); the Australia-based The Research Society (QRP); and, in the healthcare industry, Intellus Worldwide . Your Path to Market Research Certification .-->

course can receive an automatic examination exemption to the IPC (Insights Professional Certification) program. If you have any questions about IPC, please contact certificationATinsightsassociation.org or dial +1-202-800-2545.-->

course can earn the Intellus Certified Master (ICM) designation. If you have any questions about ICM, contact infoATintellus.org.

) recognizes the course as a primary pathway toward earning the Certified Analytics and Insights Professional (CAIP) designation. Upon completion of the course, candidates will be well prepared to write the final exam to earn the CAIP designation.

course also holding membership to The Research Society (formerly known as AMSRS Australia) are eligible for an exemption from sitting the exam. Contact the QPR Manager julieATresearchsociety.com.au for more details.

There are no required textbooks . Everything you need is built within the course eLearning platform.

Suggested Textbooks (not required)

• Malhotra, Naresh K., Essentials of Marketing Research: A Hands-On Orientation, Pearson Education: Upper Saddle River, NJ. ISBN-13: 978-­0-13-340182-0 (digital subscription edition)
• Chakrapani, Chuck, Analytics for Customer Insights: A Non-Technical Introduction. ©2018. ISBN: 978-­0-920219-52-2 (print version recommended) or ISBN 978-­0-920219-52-2 (eBook).

Included in the online course are suggested reading assignments from the above textbooks. These readings are not required and will not be part of the testing for the course. The textbooks suggestions are simply intended to add depth to your understanding of the topic.

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Marketing professionals rely on clearly defined goals to determine the course of action when placing a product in the market. Leveraging research to learn more about your target audience is the focus of this course. In it, you will learn how to be an intelligent consumer of information when it comes to market research and analysis so you can become a more effective decision-maker. You will first look at market research, including the purpose and goals of research; how to balance the ideal with reality in doing research; and how to apply the six stages of research to a marketing situation.

You will then examine different ways to analyze the data acquired through market research. Using formulas to determine how cannibalization affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess the robustness of your results.

You are required to have completed the following course or have equivalent experience before taking this course:

• Essentials of Marketing Strategy

Key Course Takeaways

• Define goals for market research and apply various research methods
• Analyze market research to learn more about the customers and products/services
• Test results and determine how to apply them to real-life scenarios

How It Works

Course author.

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Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.

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Market Research Essentials

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Do you want to grow your business and take it to new heights? Achieving sustainable growth requires a deep understanding of your target audience and a keen awareness of industry trends. This marketing course equips you with the knowledge and skills required to understand your target customers and their needs. We start with a brief history and definition of ‘market research’ before we lay out the six steps of the market research process.

This course examines the classifications of market research and explains how to identify research problems to set up the market research process. We show you how to develop and design a market research approach. We also trace the relationship between market problems and research design by distinguishing between exploratory, descriptive and causal research. The course goes over data analysis techniques and discusses how to deliver effective presentations of research findings to facilitate analysis and discussion.

We cover qualitative and quantitative market research methods and provide examples to help you with questionnaire design with examples of open- and closed-end questions. We demonstrate data analysis techniques to help you leverage your research findings to make better business decisions. Finally, the course explains how to communicate research results while adhering to market research ethics. This course has no prerequisites and suits anyone interested in business and marketing. It is particularly useful for small business owners, entrepreneurs and marketers and helps you to create focused marketing campaigns that connect with your audience to boost customer engagement, brand loyalty and business success. Sign up to learn how to conduct market research that lets you understand consumer behaviour, spot gaps in the market and grow your business.

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Skills you’ll Learn

About this Free Certificate Course

Marketing Research is essential as it allows businesses to gather information about their customers and their needs. This information can then be utilized to create marketing campaigns that are more likely to succeed. Additionally, Marketing Research can help businesses determine whether a new product or service is likely to be successful in the marketplace. Some of the critical components of Marketing Research that could be important in any given study may include researching the target market, understanding consumer behavior, conducting competitor analysis, and evaluating market trends.

This Marketing Research free course starts by discussing marketing information and customer insights. Whether it’s with internal data, algorithms, or a combination of internal and external data, consumer insights help to refine the way you communicate to your customers. Brands use consumer insights to understand their customers better and offer personalized marketing and offers. This Marke Research online course will give you a brief introduction to Marketing Research, obstacles faced, and the approaches that lead to better Marketing Research. You will learn about crucial research instruments, various sampling plans, and multiple beneficial contact methods. 

You can now explore more on management courses by going through Great Learning’s Online Management Courses and enrolling in the most preferred Degree and PG programs that support your career goals, and earning certificates on completing the registered courses.

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2.25 Learning Hours . Intermediate

Success stories

Chris Hegeman

Director of Marketing Analytics & Business Intelligence- Embedded Technology/ IoT

Dell, Inc, US

Javier R. Olaechea

Data Solution Integration Advisor

ExxonMobil, US

Gabriel Arbe

Director of Operations, Latin America

Raghavendra P Setty

Vice President

Charles Schwab & Co. In, US

Gaston Alvarado Maza

Global Category Manager

Materion Corporation,US

Customer Service Administrator

CMT Limited UK

Hugh Hanlon

Defense Research Analyst-Associate, Booz Allen Hamilton (United States)

Booz Allen, US

Pertuso Dryonis

Sr. Advisor Applied Data Analytics, Hess Corporation (United States))

And thousands more such success stories..

Frequently Asked Questions

Will I get a certificate after completing this Market Research free course?

Yes, you will get a certificate of completion for Market Research after completing all the modules and cracking the assessment. The assessment tests your knowledge of the subject and badges your skills.

How much does this Market Research course cost?

It is an entirely free course from Great Learning Academy. Anyone interested in learning the basics of Market Research can get started with this course.

Is there any limit on how many times I can take this free course?

Once you enroll in the Market Research course, you have lifetime access to it. So, you can log in anytime and learn it for free online.

Can I sign up for multiple courses from Great Learning Academy at the same time?

Yes, you can enroll in as many courses as you want from Great Learning Academy. There is no limit to the number of courses you can enroll in at once, but since the courses offered by Great Learning Academy are free, we suggest you learn one by one to get the best out of the subject.

Why choose Great Learning Academy for this free Market Research course?

Great Learning Academy provides this Market Research course for free online. The course is self-paced and helps you understand various topics that fall under the subject with solved problems and demonstrated examples. The course is carefully designed, keeping in mind to cater to both beginners and professionals, and is delivered by subject experts. Great Learning is a global ed-tech platform dedicated to developing competent professionals. Great Learning Academy is an initiative by Great Learning that offers in-demand free online courses to help people advance in their jobs. More than 5 million learners from 140 countries have benefited from Great Learning Academy's free online courses with certificates. It is a one-stop place for all of a learner's goals.

What are the steps to enroll in this Market Research course?

Enrolling in any of the Great Learning Academy’s courses is just one step process. Sign-up for the course, you are interested in learning through your E-mail ID and start learning them for free online.

Will I have lifetime access to this free Market Research course?

Yes, once you enroll in the course, you will have lifetime access, where you can log in and learn whenever you want to. 

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STEM-Certified Marketing Research, Master of Science

STEM-Certified Marketing Research and Analytics

Master of Science

Course Delivery

Total Credits

Minimum Duration

• Program Details

Course Information

Admissions requirements.

• Tuition & Fees

Program Overview

The Master of Science in Marketing Research and Analytics program offers a STEM Master's degree that equips graduates for success in a strategic, research-driven industry that is expanding and evolving. The program prioritizes the real-world application of knowledge and skills, pairing the world-class academic expertise of faculty thought leaders with private-sector leaders in marketing research, such as senior-level executives at the country's leading marketing research firms, corporations and strategic leadership organizations.

The program supports students in accelerating their careers in marketing research by providing a convenient 100% online, 12- month or 20-month option. The Master of Science Marketing Research and Analytics program at the Broad College of business offers a full-time in person cohort (late August), a full-time online cohort (January), and a part-time online cohort option (late August). The fully online program consists of the same courses as the full-time, on-campus program and is taught by the same leading professors through world-class design, online learning formats and virtual classroom instruction.

• The Full-Time Online is a one-year, 30-credit 100% online program, students will begin the program in January.
• The Part-Time Online is a 20-month, 30-credit 100% online program students will begin the program in late August.

Program Highlights

As a program that is designed to fuel a career field with premier job growth and salaries, MSU’s MSMRA degree is ideal for those looking to become the next generation of marketing leaders at the world’s biggest brands.

Our program grants you access to graduate career services for career advancement, virtual career fairs, and virtual mentorship from our MSMRA Advisory Board members. With the program being ranked #1 among marketing research STEM master’s programs, the reputation of your degree will carry weight with employees and recruiters.

Program Outcomes

Students of the Master of Science in Marketing Research and Analytics program will achieve the following:

• Gain skills in traditional marketing research techniques, such as experimental design, sampling, data collection and analysis.
• Become versed in leading-edge marketing technologies, methodologies and software.
• Study with our award-winning marketing faculty.
• Interact with C-level executives in marketing research and insights industry.
• Participate in real-world marketing research, consulting and publication projects.
• Earn the top Master of Science in Marketing Research and Analytics degree in North America.
• Join an analytics-driven and technology-rich marketing and insights industry.

Career Outlook

With a focus on the real-world application of knowledge and skills, the Master of Science in Marketing Research degree provides students with invaluable preparation for excellent employment opportunities and a fulfilling career in marketing research in such settings as corporations, strategic consulting organizations, advertising agencies and marketing research firms. Corporate researcher job titles include the following positions and possible salaries:

• Senior VP or Vice President: $ 279,510*
• Market Research Director/Senior Director: $211,134*
• Director of Marketing: $185,333*
• Market Research Manager: $139,536*
• Consumer Insights Manager: $128,443*
• Brand or Product Manager: $115,333*
• Marketing Manager: $126,600*
• Business Development: $136,333*
• Senior Research Analyst: $113,396*
• Project Manager: $ $107,500*
• Business/Market Analyst: $92,625*
• Research Analyst: $74,107*

*Average annual salary, according to a 2022 study conducted by Quirks Enterprises, Inc.

A Top-Ranked Education

• #1 Master’s Program in Marketing and #2 across all U.S. public online master’s programs in business – U.S. News & World Report Best Online Master’s in Business Programs, 2024
• #1 Master’s Program in Marketing Research and #23 across all master’s programs in marketing globally – QS World University Rankings, 2023
• #1 Master’s Program in Marketing Research and  #7 across all MBA and specialized master’s programs in marketing for North America – Eduniversal, 2022
• #3 in Best Online Master's in Business Programs for Veterans (Excluding MBA) — U.S. News & World Report, 2023
• 31st among Best Public Universities in America — U.S. News & World Report, 2023

Jessica Richards

Senior marketing program director for ms in marketing research and analytics and ms in customer experience management programs.

Jessica Richards is the Senior Marketing MS Programs Director overseeing operations for the #1 ranked MS in Marketing Research and Analytics program (MSMRA) worldwide and North America's first MS in Customer Experience Management Program (MS-CXM). Jessica has been a senior administrator at MSU's Eli Broad College of Business for nearly 12 years, and she is completing her Doctor of Education in Educational Leadership with a concentration in Higher Education Administration (EdD) degree. She also holds a Master of Business Administration (MBA) and a Bachelor of Science in Management (BS) and is an honored military service veteran. Throughout her tenure, the MSMRA program has grown more than 500%, becoming the #1 ranked MS in Marketing Research and Analytics program globally and the most efficient and #1 value program at Michigan State University. Jessica is a champion of positive leadership, inspiring students, staff, professors, and board members to achieve their highest excellence collectively. Jessica was awarded Senior Academic Specialist and selected as the 2021 Broad College Distinguished Staff Member of the Year for exemplary performance.

MKT 805 – Marketing Management (2 Credits) MKT 806 – Marketing Research for Decision Making (2 Credits) MKT 816 – Marketing Analytics (2 Credits) MKT 819 – Predictive Analytics (2 Credits) MKT 831 – Communications in Marketing Research (1 Credit) MKT 832 – Marketing Research Online Communities (1 Credit) MKT 833 – Social Listening & Text Analytics (2 Credits) MKT 834 – Consulting in Marketing Research (1 Credit) MKT 835 – Storytelling in Marketing Research (1 Credit) MKT 843 – International Marketing Research (2 Credits) MKT 856 – Group Research Project (2 Credits) MKT 856 – Capstone Individual Research Project (2 Credits) MKT 865 – Seminar in Market Research (1 Credit) MKT 867 – Sampling & Research Design (2 Credits) MKT 877 – Emerging Research Design & Methods (2 Credits) MKT 880 – Consumer Decision Making & Behavior (2 Credits) MKT 881 – Qualitative Research (1 Credit) MKT 897 – Data Analysis, Integration, & Visualization (2 Credits)

*Offering is subject to change.

Statistics Review Statistics with R Advertising Research Behavioral Economics Syndicated Marketing Research Python for Marketing Research & Analytics

To be accepted to this program, you must have:

• A bachelor's degree from a recognized educational institution with a grade-point average of at least 3.0 in the last two years of undergraduate education.
• Current résumé highlighting relevant education, work, and other experiences.
• GRE or GMAT score.
• Provide scores from accepted language proficiency tests. (Only required if English is not your native language)
• A written academic statement describing your career goals and objects and explaining why you believe our master’s program in marketing research and analytics will help you achieve those goals and objectives. This should be no longer than two typed, double-spaced pages.
• Record a short answer video in the application system, required .
• One letter of recommendation.
• Official transcripts from all previous schools.

GMAT/GRE Waiver Qualifications: The GMAT/GRE score is automatically waived for:

• Full-Time applicants with a 3.5 or higher undergrad cumulative GPA from a U.S. institution. (Those in the 3.4 range can also receive this waiver.)
• Part-Time applicants with a 3.0 or higher undergrad cumulative GPA from a U.S. institution AND 5+ years of relevant work experience.

To apply to this program:

• Complete an online application and pay the application fee.
• Record a short answer video in the application system, required.
• Find the MSMRA Application Checklist and MSMRA Recommendation Letter Form on the MSMRA Program’s website, https://broad.msu.edu/masters/marketing-research/admissions/ .
• Complete the MSMRA Application Checklist, which includes sending recommenders the MSMRA Recommendation Letter Form. Recommenders will follow instructions from the application system to upload the form.
• Upload the required documents to your application.

Application Deadline

Full-time online program.

October 1st

Part-Time Online Program

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You can be ensured a return on your investment at Michigan State University.

As one of the top research universities in the world, Michigan State University has advanced the common good with uncommon will for more than 160 years. MSU pushes the boundaries of discovery and forges enduring partnerships to solve the most pressing global challenges while providing life-changing opportunities to a diverse and inclusive academic community.

MSU has been offering online degree programs for over 20 years. Our maturity is evident in the high quality of the learning experience enjoyed by our online students.

MSU provides programs and initiatives that support and enhance diversity. We will expand our campus and external partnerships to put in place inclusive recruitment and retention practices. We nurture and promote individuals’ varied experiences and perspectives, ensuring structures and processes make possible full participation by all members of our community.

MSU’s nationally recognized online programs foster student growth and well-being throughout their academic career. We will expand inclusive mentoring practices and accelerate improvement across units to implement evidence-based practices to ensure our students complete successfully.

Continuing education  can be one of the most exciting, challenging, and rewarding experiences you undertake in your life. We hope you consider becoming a Spartan, to learn online and reach your career goals.  With highly ranked online programs and exceptional professors, we educate students who advance the common good with uncommon will.

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• Berkeley Global

Certificate Program in Marketing

Krist Mejia is a digital marketing strategist at San Francisco Health Plan.

Graduate, Certificate Program in Marketing Read Krist Mejia's Story .

Getting Started

We recommend that you start with a Core Course.

Online Availability

Courses in this certificate are offered online and in the classroom.

Duration of Study

Most students complete the curriculum in one-and-a-half to two years.

Estimated Cost

Stand out in the fast-moving field of marketing with training in the latest concepts and techniques: marketing analytics, digital marketing, search engine optimization, brand management, paid advertising, social media and marketing research. Prepare to step into the role of digital advertiser, content designer or content strategist. With employment of advertising and marketing managers projected to grow 10 percent from 2021 to 2031 , you could find yourself in demand in less time, and at less cost, than a master's degree.

Core Courses

3 Course(s)

11 Course(s)

Choose three courses from these Core Courses.

Not Available

0 Academic Unit(s)

6 Academic Unit(s)

You may fulfill the 4 semester units of electives by completing 2 additional Core Courses or by selecting 2 or more courses from the Electives section. 

Certificate and Program Policies

• Substitutions and Waivers
• Financial Aid
• Transcripts and Records

Contact Information

To contact the department office, email [email protected] .

Prerequisites

There are no prerequisites for the Certificate Program in Marketing, but a bachelor's degree is recommended.

Curriculum Requirements

The curriculum comprises 3 Core Courses (6 semester units) and 4 semester units of electives (usually 2 courses) for a total of 10 semester units (150 hours of instruction). You may select your electives from the Core Courses or the electives section. Candidates must pay a nonrefundable certificate registration fee.

All courses must be taken for a letter grade. Each course must be completed with a grade of C or better. 

All coursework must be completed within five years. By taking two courses per term, you can complete the coursework within three years.

How to Register

By registering, you declare your intention to complete the curriculum (domestic students only). To register online for the Certificate Program in Marketing, complete these two steps:

• Submit the online registration , and complete your student account profile if you are a new student.
• Pay the nonrefundable registration fee through your shopping cart. Please allow 3–5 business days for the registration to appear in your student account.

You should register for the certificate before you begin your second course in the curriculum.

If you are an international student who wants to study in the U.S., you must apply to Evening Certificate Programs. Learn more .

Each course is priced individually, and you pay the course fee at the time of enrollment. The certificate has an estimated total cost of $4,700 (not including course materials or registration fee). Course fees are subject to change.

Certificate and Award Request

Once you have completed the certificate coursework, notify UC Berkeley Extension that you have completed the curriculum and request your certificate. Send an email to [email protected] . After your records have been reviewed, verified and approved (usually within two to three weeks), your certificate will be mailed to you.

Special Instructions for International Students

There are no admission requirements for international students who wish to complete a course or certificate online . You may register for any online course available for enrollment. Follow the registration and enrollment process for the online course you have selected.

If you are an international student who would like to study in the U.S. and require a student visa, you must apply and be officially accepted  into UC Berkeley Extension's Professional Diploma Programs before enrolling in any courses associated with this certificate. Apply now .

Advisory Board

William Pearce Haas Marketing Group UC Berkeley Haas School of Business

Randy Brasche VP of Marketing and Growth Zignal Labs

Scott Lewis Marketing Strategist UnitedSiC

Cindy Park SVP of Marketing, Strategy and Operations Prado Group Inc.

Stephan Sorger VP of Strategic Marketing On Demand Advisors Instructor UC Berkeley Extension

Nupur Thakur Senior Director of Strategy and Product Management Motorola Solutions

Session Time-Out

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Principles of Marketing

(27 reviews)

Copyright Year: 2015

ISBN 13: 9781946135193

Publisher: University of Minnesota Libraries Publishing

Language: English

Formats Available

Conditions of use.

Learn more about reviews.

Reviewed by Elaheh Saffari, Marketing Instructor, PhD, Old Dominion University on 6/27/24

This Principles of Marketing textbook has 16 chapters, and most key topic areas are discussed relatively thoroughly. It also offers a nice integration of some topics that might normally be neglected, e.g., satisfaction metrics, account planning, etc. read more

Comprehensiveness rating: 5 see less

This Principles of Marketing textbook has 16 chapters, and most key topic areas are discussed relatively thoroughly. It also offers a nice integration of some topics that might normally be neglected, e.g., satisfaction metrics, account planning, etc.

Content Accuracy rating: 5

The content is accurate and unbiased. I did not come across any areas that were not accurate. Most contents are explained adequately for concept delivery.

Relevance/Longevity rating: 4

The textbook provides a solid foundation in basic marketing principles. Also, It would benefit from addressing topics such as the growth of virtual retailing, the impact of broken supply chains, challenges in distribution channels, inflation, and advancements in digital marketing. Additionally, incorporating discussions on content streaming, social media, and the innovative uses of VR, AR, and the Metaverse in marketing would make the textbook even more valuable.

Clarity rating: 5

The textbook is easy to read and understand. Definitions & examples are clear.

Consistency rating: 5

Overall, the textbook maintains a consistent framework, with a logical flow and chapter sequence that aligns well with classroom instruction.

Modularity rating: 5

The text consists of 16 chapters, each divided into multiple subsections for flexible reading. It is easy to read, with good spacing and helpful graphics. Video links provide breaks, aiding students in studying for exams.

Organization/Structure/Flow rating: 5

The topics are effectively presented and structured. The text begins with broad definitions and concepts before delving into detailed explanations of each subject.

Interface rating: 5

The functionality of the text seemed to be working. Web links, images, and figures allow for easy direction-finding.

Grammatical Errors rating: 5

No grammatical errors were found.

Cultural Relevance rating: 4

The textbook lacks cultural relevance, as it doesn't include many examples or photos that represent diverse races, ethnicities, or backgrounds.

Overall, this is a commendable textbook that effectively covers fundamental marketing principles. However, there are some areas that could benefit from further attention. For instance, the inclusion of topics such as customer interaction with AI, and the impact of technology on customer purchase experiences and business operations would be valuable. Additionally, incorporating discussions on virtual reality, robotics, and augmented reality would enhance the text by addressing contemporary trends in marketing and consumer behavior.

Reviewed by Monisha Gupta, Assistant Professor, Marshall University on 1/2/23

The author of the book has shared that this is an adaptation of a work produced and distributed under a Creative Commons License (CC BY-NC-SA). The book has 16 clearly defined chapters, each chapter raises a specific aspect of marketing and... read more

Comprehensiveness rating: 4 see less

The author of the book has shared that this is an adaptation of a work produced and distributed under a Creative Commons License (CC BY-NC-SA). The book has 16 clearly defined chapters, each chapter raises a specific aspect of marketing and concludes by raising discussion questions and activities. The textbook covers most of the marketing topics that should be included in an introductory course. However, given that the book is dated it is missing some emerging and emergent topics in marketing such as global marketing, data analytics, digital marketing, and the use of social media tools, to name a few. The author has at the outset clarified that the book does not follow the tenets of the 4 Ps of marketing. However, substituting terms such as products or services with terms like “offerings “requires a much deeper understanding of consumer needs, wants, or behavior. This might require a higher level of understanding which might not be in line with the student profile who opts for this course. The author has restructured the traditional 4Ps of the marketing mix and introduces that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. Also, the suggested activities created for each chapter are outside the scope of the chapter’s content. For instance, page 24, after Chapter 1 suggests activities such as “ Explain how the marketing goals, strategies, and markets for the nonprofit differ from a for-profit organization” or “Evaluate personal value equation”. These concepts have not been discussed in chapter 1 and are tackled later in the book by the author. These activities might not need more discussion and clarification before students can actively contribute to the solutions. Overall, the book covers most foundation-level content, but the choice of the author’s distinctive terminology might be a concern for students. Moreso, when they progress from this course to advanced levels of marketing and have trouble aligning the core concepts and keywords.

Not an issue, the content is accurate and provides reference sources.

The OTL textbook is well documented and breaks up the content into smaller and comprehensive blocks of information. If relevance is measured based on the traditional acceptance and present outlook it might fall a little short. The book lacks this by disregarding some key changes in the marketplace such as the pandemic and its impact on consumption cycles, and the emergence of a large service industry. This has reshaped the consumer’s and marketers’ choices of development processes, channel partners, pricing strategies, promotional methodologies, use of social media tools, etc. These aspects need to be addressed in more detail with recent examples for students to appreciate the relevance.

The author has outlined the content in great detail, making it easy to read and understand the textbook. Easy conversational language and links, for example, appeal to students who can find a great deal on the electronic medium.

The chapters in the textbook are organized in the same consistent manner in the entire book. This is helpful for the readers and instructors to follow a format.

Modularity rating: 4

The text is easily and readily divided into smaller reading sections that can be assigned. This lends itself to assigning modules by chapters and units within the chapters.

Organization/Structure/Flow rating: 4

I have been teaching this course for the past 4 years and have found that explaining what a marketing plan is and then studying the various stages helps the students appreciate the various phases in this process. This textbook has taken a completely different approach by explaining the marketing plan at the end. While the topics are the same the structure impacts the flow and, in my opinion, the ability to hold the student’s interest. I suggest moving Chapter 16 to Chapter 3 followed by Chapter 5.

Interface rating: 3

The textbook was last updated in 2010, making all images, figures, tables, and video clips mildly outdated. The power of audio-visual aids is very powerful, and the quality is becoming better and better. To keep the students engaged the author might like to consider using technology for simulations, video assignments, etc., these can be useful for the students.

I found no grammatical errors, the content is well-written and easily understandable. The language used is conversational and something the students should find easy to navigate.

Global and international marketing are the mainstays for today, these aspects have not been addressed in the textbook. It warrants at least a chapter on world cultures, the emergence of MNCs, and geo-demographics relevance. It is important to acknowledge that demographic profiling needs to incorporate cultural diversity. The textbook has all US-based industry examples and consumer responses, ignoring the diverse consumer profile even within the US.

Overall, it is a great attempt to provide such detailed material for the students. Given that it was uploaded in 2010 the book needs to be updated to include more current and global marketing aspects. The textbook was created for an entry-level course in marketing. I enjoy the way the author shares the various career options available for marketing majors. However, the student profile who takes this course includes students who major in finance, and journalism. PR, management, etc. It would be relevant for them to see how these skills are transferable and useful in other work fields. The suggested activities need to be more application based and limited to the content of the preceding chapter. More global and culturally applicable examples need to be included.

Reviewed by Rich Metzger, Adjunct Professor, Massachusetts Bay Community College on 11/24/22

The OTL textbook covers the basic principles necessary to form a marketing foundation. The content should be updated to reflex the Pandemic and Post-Pandemic marketing environment. I felt some topics needed more discussion, and explanation, such... read more

The OTL textbook covers the basic principles necessary to form a marketing foundation. The content should be updated to reflex the Pandemic and Post-Pandemic marketing environment. I felt some topics needed more discussion, and explanation, such as a breakdown by age and characteristics of the population.

Content Accuracy rating: 4

The OTL textbook is relevant and is a good guide to basic marketing principles but could be better. I prefer the OTL textbook to include recent marketing techniques and strategies used in today’s difficult business environment. This ranges from the advent of the non-store or virtual retailing, broken supply chains, damaged distribution channels, inflation, digital marketing, content streaming, and social media, just to mention a few new topics.

I found the OTL textbook easy to read and understand. Good comprehension level and in the use of examples, figures, and images to illustrate or compliment the text.

The OTL textbook’s material is laid out in a logical sequence, culminating with the last chapter dedicated to the Marketing Plan.

Chapters progress in a logical manner, allowing the reader to digest the material and prepare for the next chapter.

Organization/Structure/Flow rating: 3

The organization, structure, and flow of the material are fine, but my concern is the lack of an index and a single depository for key terms and chapter highlights.

Interface rating: 4

The images, figures, tables, and video clips need to be revisited for relevancy. The use of these visual aids helps the reader better understand the topics being discussed.

The content is well written, very limited if any grammatical issues. To make the textbook more relevant, consider using socially accepted pronouns, which in turn would elevate the textbook to today’s sociality expectations.

Cultural Relevance rating: 3

A chapter on world cultures and the different business nuances and practices (ethics) would be beneficial to a student learning about marketing.

As this is my first experience dealing with OER, I wanted to be fair and open to the possibilities presented by this new resource. For comparison purposes, I used my adopted textbook vs the OTL textbook. My goal is to decide if I could adopt the OTL textbook. Similarly, the adopted textbook and the OTL textbook are for a 100-level course. Both textbooks offer entry-level content, relevant material, easy to read and comprehend, more than enough chapters to fill a semester, Contents, Chapter titles, Learning Objectives, topics, images, figures, examples, video clips, Discussion/Review Questions, Activities, and both textbooks offer a test bank. The OTL textbook has Key Takeaways for each topic presented in a chapter, and the adopted textbook has a section in the back of the textbook titled Chapter Review, which contains Learning Objectives and Key Terms. Differences, the adopted textbook has a price point, an OTL textbook lacks an Index, and the adopted textbook offers PowerPoint Slides, Instructor’s manual, Rubrics, and Case Studies. I was unable to find an Instructor’s Resources section for the OTL textbook, but the OTL textbook provides students with financial relief. I believe I could adopt this textbook with a minimal number of self-adjustments.

Reviewed by Victoria Shaw, Assistant Professor of Marketing, Anderson University on 3/11/22

The book does a good job of highlighting basic marketing principles. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for... read more

Comprehensiveness rating: 3 see less

The book does a good job of highlighting basic marketing principles. However, I do find it lacks the basics of e-commerce (just basic industry terms like SEO), global marketing principles (especially B2C), and using tools like PEST analysis for external assessment. I think the chapters on B2B behavior and Sales while good, may not be the most value-add for the students in class.

No glaring errors at first glance.

Relevance/Longevity rating: 3

Imagery is very dated. The chapters use the four basic P's, though the latest books tend to introduce up to eight.

Overall, seemed clear and comprehensive. I think the book would have benefitted from multiple, additional visuals to clarify complex topics.

Consistency rating: 4

Seemed consistent across chapters

I liked the way the topics were broken into micro concepts - makes it easy to assign the portions I find most relevant and supplement when needed.

Structure was logical and sequential.

A bit text heavy at times but errors.

No grammatical errors on first read.

I think the author missed the opportunity to bring marketing to a more global context.

This is a great principles textbook overall. My only complaint is because of some omitted or abbreviated topics, an instructor may have to supplement a bit more in order to ensure the curriculum is up to industry standards. But in a larger class where schedules only allow for selected topics to be covered, this would be a very good start.

Reviewed by Amy Strunk, Lecturer, James Madison University on 11/29/21

Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing). read more

Basic marketing concepts are covered with sufficient depth, but newer concepts are missing (like digital marketing).

Some of the information is dated: for example, most would agree that we are not in the relationship era of marketing, but the textbook states that we are in an undefined era (which would have been true 10 years ago).

The book uses “creating, communicating, delivering, and exchanging value” as elements of the marketing mix/strategy rather than the 4 P’s, and actively argues against the 4 P terminology, which is controversial.

The book also uses "offerings" instead of "product". The authors argue for it effectively, but I don't know anyone in the marketing world who uses that term in the real world.

Relevance/Longevity rating: 2

References are dated: - Foursquare (college-age students in 2021 will have no idea what this is) - Some images are out of date (retrieved in 2008) - Mission statements on p. 27 are outdated and reference links are broken. - References to iPod in the time of iPhones

These references will continue to grow stale.

The content is pretty straight forward. Definitions are clear.

The book is consistent in its own frameworks/terminology (stubbornly so).

Modularity rating: 3

Some of the longer sections could benefit from headings and subheadings.

I would recommend that market research come before the "Creating Offerings" section since that process is so integral to product (or "offering") development.

Interface is sufficient.

Some small issues, for example, using the term “Droid” smartphones on page 6—should be Android.

I did not notice any concerted effort to include diverse backgrounds in this text.

Marketing is changing rapidly thanks to technology, and this book is too outdated to address issues like data privacy and hyper-targeting.

Reviewed by Matthew Lunde, Assistant Professor, Pittsburg State University on 6/4/21

the textbooks is very thorough in covering all the topis needed in a principles of marketing class. It even adds a chapter that is not in many other textbooks: "The Marketing Plan." However, my only criticism is that it does not touch on a huge... read more

the textbooks is very thorough in covering all the topis needed in a principles of marketing class. It even adds a chapter that is not in many other textbooks: "The Marketing Plan." However, my only criticism is that it does not touch on a huge topic area nowadays in marketing: sustainability (sustainable marketing and sustainable competitive advantage).

The content is objective, thorough, and accurate. It uses statistics and example businesses and situations effectively to help teach younger college students the fundamentals of marketing.

Relevance/Longevity rating: 5

The content is up-to-date as best as it can be. Whenever any textbook uses statistics, years, numbers, and other figures, it can date the textbook; however, the content is written in a way that it will last for multiple years to come.

Clarity rating: 4

There is some jargon, but the jargon used is needed to help teach the fundamentals of marketing to new students.

It is great how all the terms in the chapters are easy to find and to read because each term is bold.

Yes, the book is broken down into manageable sections for a younger college student to read and interpret effectively and efficiently.

Yes. This textbook is laid out very well. However, one thing I would add in the chapter titles would be "retailing."

Good! Nothing to add here!

Grammatical Errors rating: 4

The book is written well, free of grammatical errors. However, I see "he or she" is used. Nowadays, for inclusivity, the right pronoun to use would be "they."

However, I see "he or she" is used. Nowadays, for inclusivity, the right pronoun to use would be "they."

Reviewed by Felix Flores, Assistant Professor of Marketing, Metropolitan State University of Denver on 4/17/21, updated 5/26/21

The textbook sufficiently covers areas and ideas of subjects and is easy to navigate. I would find it useful to include and discussed an example of an actual marketing plan. read more

The textbook sufficiently covers areas and ideas of subjects and is easy to navigate. I would find it useful to include and discussed an example of an actual marketing plan.

The textbook's content is mostly accurate, error-free, and unbiased.

Some of the links and examples may be dated but contribute to the chapter's main ideas. There are, however, some links that do not work or could be replaced with newer examples. I would recommend reviewing all of the provided links.

The textbook is written in a clear manner.

The textbook is mostly consistent in terms of terminology and framework.

The textbook is easily divisible into smaller reading sections that can be assigned at different points within the course.

The topics are presented in a logical, clear fashion.

The text is free of interface issues or navigation problems.

There may be a small room for improvement in terms of grammar.

I believe the textbook is mostly culturally relevant.

I believe that you can effectively teach a Principles of Marketing class with this textbook, on its own, and especially in combination with other OER textbooks/resources. It will require, however, checking all of the links and updating some examples.

Reviewed by Diane Edmondson, Adjunct Professor, Trine University on 4/16/21

Overall, this textbook covers a majority of the marketing topics that should be covered in a Principles of Marketing class. Since the book is somewhat dated, there is limited coverage on both digital marketing and social media as well as marketing... read more

Overall, this textbook covers a majority of the marketing topics that should be covered in a Principles of Marketing class. Since the book is somewhat dated, there is limited coverage on both digital marketing and social media as well as marketing analytics. These two topic areas have revolutionized the marketing field. However, this marketing textbook contains all of the other key marketing concepts such as the 4 P's of marketing, strategic marketing, target market strategies, consumer and business buying behavior, and how to craft a marketing plan.

Overall, this textbook is accurate and error-free. It does not appear to be biased in any way.

Overall, this textbook is still highly relevant. It is missing some more detailed information related to digital marketing, social media, and marketing analytics as these have drastically changed the marketing field over the past decade; however, the content covered is still relevant to both business-to-business and business-to-consumer markets.

One of the best things about this book is that it is easy to read. The text is written in a way that students should not have a difficult time understanding the concepts being covered. There are multiple examples given for each major topic to help students better understand the material. Terminology is defined to aid understanding.

Overall, a consistent framework is used throughout this textbook. The flow and chapter ordering of the textbook makes natural sense with how it would be taught in the classroom.

The text is made up of 16 chapters; however, each of the chapters is then broken up into multiple subsections. This allows the text to be easily and readily divided into smaller reading sections, based on the desire of the instructor and/or reader.

The chapter layout of this textbook is similar to many other Principles of Marketing textbooks. Topics are presented in a logical and clear manner, which aids readability and understanding.

Overall, the images, charts, tables, and figures were clearly displayed without any distortion. There are a few navigation links that no longer function; however, these are minimal in number.

The Principles of Marketing textbook appears to be free of grammatical errors.

There are a variety of diverse examples throughout the text. None of these should be viewed as culturally insensitive or offensive in any way.

Overall, this textbook is well written and covers most of the major marketing topics. The few topics not covered are primarily because these became dominant marketing elements after this textbook was published originally.

Reviewed by Ricardo McCoy, Adjunct Professor, Trine University on 3/3/21

I have been facilitating marketing, analytics, sales, and consumer behavior classes since 2009 and this textbook does a good job of covering all of the marketing mix. Most important, the content is updated and relevant. The layout is... read more

I have been facilitating marketing, analytics, sales, and consumer behavior classes since 2009 and this textbook does a good job of covering all of the marketing mix. Most important, the content is updated and relevant. The layout is user-friendly and easy to read.

Based on similar marketing text books I have read, this textbook is accurate and contains content that someone who is unfamiliar with marketing concepts will easily understand. The use of examples throughout the textbook is a good way to help a beginner to marketing understand the subject matter.

I like how this book understands how marketing has changed and explains variables in the environment that is effecting this change. This can be seen in Chapter 1 concerning some of these changes:

Ethic and Social Responsibility Sustainability Service-dominant logic Metrics A Global Environment

It is good to see that the textbook is up-to-date and recognizes that marketing must adapt to these changes. Some of the marketing textbooks I read in the past do not recognize these changes.

Overall, the information throughout the chapters was easy to understand. I like how examples were used throughout each chapter. My only recommendation is to add more illustrations consistently throughout the textbook. Based on my experience, most students like to see illustrations (visualize). I think this helps him or her to understand the subject matter.

Overall, the content throughout the textbook is consistent. However, I notice that some of the chapters have more illustrations than other chapters. I think that using more illustrations (and examples) would make the chapters more user-friendly.

P.S. Links to additional resources would also be a good addition.

The sequence throughout the textbook “flows” from section to section. I like the synergy from chapter to chapter. This helps the student to understand how various factors of marketing work together.

I like how Chapter 1 gives a brief description of marketing while summarizing what will be discussed in the preceding chapters. I also like the “key takeaways” at the end of each chapter. The "review questions" are brief, yet add to what was discussed throughout the chapter. This is good to see.

The overall functionality of the textbook is good. The font size and white space makes the content easy to read. I like the use of color throughout the textbook. For example, the use of green for the “Key Takeaway” and blue for the “Review Questions”.

Although it is difficult to check all the content, I did not see any typos or “wordy” sentences. I like how the content “talks to” rather than “talks at” the student.

Cultural Relevance rating: 5

This is a difficult question to answer because I did not see anything that was insensitive or offensive. Ideally, the content would continue to embrace diversity and inclusion. This is important because we live in a global economy.

I think that Chapter 5 (“Marketing Segmentation, Targeting and Positioning”) should be followed by Chapter 10 (“Gathering and Using Information: Market Research and Market Intelligence”). Both of these chapters are closely related. To properly perform segmentation and targeting, you must understand analytics / gathering information. I was also looking to see slightly more insights on digital analytics in Chapter 10.

Reviewed by Markus Biegel, Adjunct Faculty, California State University, Dominguez Hills on 8/12/20

I compared it to the McGraw Hill book that I have been using for the past 4 years and the topics (Chapters Topics and Sub-Topics) are pretty identical just in a slightly different order. When looking into how in-depth the book goes, it is not... read more

I compared it to the McGraw Hill book that I have been using for the past 4 years and the topics (Chapters Topics and Sub-Topics) are pretty identical just in a slightly different order. When looking into how in-depth the book goes, it is not quite as comprehensive as the McGraw Hill book. However, it is easy to read.

Marketing always is a bit subjective. I think the book does a great job covering all the important topics as unbiased as possible.

This is a basic marketing course focused on teaching students the fundamentals, the book does a good job at that. Given the current COVID situation, a lot of things have changed in business but not the fundamental theories and practices of the profession. Because of that the relevance of the book is current in my opinion.

The text has a logical flow. There is certainly room for improvement from a formatting standpoint. I think it makes it easier for students to learn key terms and key concepts when they are highlighted on the sidebar (similar as in many mainstream textbooks).

Certainly consistent and comprehensive in all the key terms that this book should cover for Principles of Marketing.

The text is very easy to read. There is good spacing in between the paragraphs and graphics/images help further give the mind a reading break. I also think it is great that links are included to videos, this helps students get a "reading break" which is essential when cramming in a few chapters to study for an exam.

Very well organized text. I just wish the key terms and key concepts were featured separately in an almost duplicate fashion on the side of the main text. I think students are used to using these highlighted areas to study for exams.

Didn't notice any problems with the interface. Could have perhaps used better images here and there but overall does the job.

I am not an English professor and this is my second language but I did not notice any grammatical errors. I am sure there are some, including mistyped words but every book I have used had a few of those.

One of the key concepts in Principles of Marketing is target marketing which certainly can be interpreted as offensive to some people. However, I think the book does a great job at explaining the concept. Again, marketing leans into being somewhat controversial based on the subject matter and business practice.

Can't beat a free book. Seems like a great resource to use for students.

Reviewed by Kirti Celly, Professor, California State University, Dominguez Hills on 8/10/20

Principles begins with a question to spark curiosity for the novice student of marketing. Organized into 16 chapters, it takes a traditional strategic planning, consumer and buyer behavior, research and 4Ps approach that addresses all major areas... read more

Principles begins with a question to spark curiosity for the novice student of marketing. Organized into 16 chapters, it takes a traditional strategic planning, consumer and buyer behavior, research and 4Ps approach that addresses all major areas and ideas in a core marketing class. Given the importance of ethical decision making, it needs to add/bolster content on ethics in marketing and add an index/glossary.

Accurate content with image sources and references. I have not tested all these links.

Since the focus is core content, it is written in a nuts and bolts manner and will stay perennial. Consistent with the conditions of use, the text’s simplicity allows for it to be modified easily.

Written professionally and in simple sentences, this makes for accessible, adequate and easy to understand content. Marketing concepts are defined simply and succinctly throughout.

The key take-aways and review questions after each section of a chapter are supplemented by end of chapter discussion questions and activities throughout. This fits nicely with Bloom’s learning taxonomy.

This is a key feature of this book and one most appreciated by my students.

Another key feature of this book, and one appreciated by my students.

Other than a few formatting and pagination issues, nothing to note. Any links I used worked. For the manner in which I use this book as basic material for my classes, not having an excess of photos and images in the body actually works well. Having URLs for case examples also facilitates easy revision and adaptation for various local and regional teaching and learning contexts.

Simple, easy to read, accessible. I did not notice any grammatical errors.

This is less about this book than about the way in which most business textbooks are written. It is in no way offensive; in fact, its style and variety of examples promotes inclusion and it is adaptable to alternate cultural contexts through a shift in frame to include broader contexts.

Our students appreciate having an accessible zero cost course materials course with adds ons from me, the press, and other OER, and low cost or no cost AV materials and marketing math. Thank you.

Reviewed by Sheryl Spann, Marketing Instructor, Oregon State University on 7/28/20

The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students... read more

The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students either believe that marketing is strictly sales or do not have a full concept of the many aspects of what encompasses marketing. The text covers most of the key areas of marketing such as consumer behavior, market segmentation and target marketing and the principals relating to product, pricing, placement and promotion. Marketing research, new product development and marketing communications is also covered at a basic level. However, based on my experience in the classroom, a few suggestions are in order. I would add three additional chapters on international marketing, market expansion strategies and ethics and social responsibility. The chapter on professional selling could be removed or covered within chapter one as a portion of the explanation on the aspects of marketing. Lastly, I would add more current marketing articles, one-page cases and small group discussion questions to each chapter. For marketing majors, I would add an appendix at the back of the book discussing the various career opportunities in marketing.

The book content is accurate with terminology and marketing concepts accessible for a university level student. The textbook also cites sources for most of the provided information.

In addition to the textbook content for teaching marketing principals, there are many real-world examples offered to improve student understanding. Although most offer longevity, there is a need to augment current examples with more recent examples including company or product examples representing cultural diversity.

The text is easy to read with a combination of informal and professional language for appropriate student learning and understanding.

The text is internally consistent and provides actual examples of the principals covered as well as review questions to ensure student comprehension. This approach is inline with other “Principals of Marketing” textbooks.

The course material is listed in modular fashion to easily transfer to canvas. However, since “Principals of Marketing” is usually the first marketing course for majors and the only course for this topic for non-majors, I would place the chapter on “Strategic Planning” right before the last chapter on “The Marketing Plan”. As indicated in the “comprehensiveness” section of my comments, I also believe that a few topical chapters such as “International Marketing” should be added to the book to improve its overview of the topic.

In general, the topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic. I believe that the “Strategic Planning” chapter should be moved to the end of the book before “The Marketing Plan” to ensure that students have the foundation needed to better understand this topic plus use its strategic perspective in the development of a marketing plan.

There did not appear to be any interface issues for this book. All video and web page links also worked well.

The text did not have any grammatical errors.

Although cultural examples were included and relevant, additional cultural diversity elements would improve the book. Also, it is important to include examples that are more current to provide better student discussions of this important marketing topic.

Overall, this textbook is a suitable option for an entry level college course on “Marketing Principals”. Adding chapters on “International Marketing”, “Market Expansion Strategies” and “Ethics & Social Responsibility” as well as updating some of the chapter business examples, case studies and discussion questions would be very helpful plus keep this book “current”. Lastly, including a greater overview of the marketing aspects of cultural diversity plus marketing career options would cause this book to stand out among textbook options for this topic.

Reviewed by Zahra Tohidinia, Assistant Professor, Framingham State University on 6/12/20

The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases. read more

The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases.

The content is accurate and the textbook cites sources for most of the provided information.

The content is relevant to marketing. There are a solid number of examples throughout the book. The content related to digital marketing/social media could be expanded, but overall the content is relevant and robust.

The text is easy to read and provides a good balance of informal and professional language.

The structure of the text is consistent and the book gives example-based explanations of the main concepts. There are review questions at the end of each section as well as discussions and activities at the end of each chapter.

The text is easy to navigate. The book is divided into smaller segments. A hyperlinked (clickable) table of contents makes it really easy to move between different chapters and their corresponding sub-segments.

The topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic.

The links to the videos that I clicked on worked and each opened a new tab. As mentioned before, the hyperlinks make it very easy to navigate between different sections. In some cases, the image headings were separated from the actual image because of page breaks which can be revised in later editions.

The consumer behavior chapter does a good job with embedding cultural variables into the discussion. This could have been integrated more effectively in the other chapters; especially the chapters involving marketing research and intelligence, as well as market segmentation and positioning

This book covers the main concepts of marketing very effectively. This textbook combined with current articles and relevant cases could serve as a comprehensive set of materials for introductory marketing courses at the undergraduate level.

Reviewed by Christian Gilde, Business Faculty, University of Montana - Western on 1/31/20

The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and... read more

The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and promotion variables.

The explanations, terminology, and concepts in the text are accessible and accurate.

The textbook contains applicable examples of marketing that will help the audience learn and appreciate the marketing realm. Most pieces and examples in the book have longevity. A few applications might need to be updated to make the text more timely.

The text is accessible and will help guide the students through the different dimensions of marketing.

The given text follows a certain presentation canon in terms of marketing terminology, concepts, and applications that can be found in textbooks of similar nature.

Many textbooks in marketing follow a certain modular pattern. This same pattern can be found in this text, with each chapter being split into sections for which particular assignments and experiential learning activities are designed.

As far as the organization and structure of this work are concerned, the marketing text is in line with a good number of other principles texts. The structure, flow, and positioning of the different marketing topics within the individual chapters is logical, with the objectives in the beginning and a re-visitation of the key points and review questions at the end.

A few minor grammatical and structural errors can be found in the text.

The cultural illustrations are relevant, to a certain extent. However, it might be useful to update some of these items.

The material in this text is suitable for a basic marketing course. Overall, I would recommend using this text for entry level marketing students.

Reviewed by Kelly Atkins, Associate Professor, East Tennessee State University on 10/21/19

The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. In my opinion, Chapter 11 should include a... read more

The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. In my opinion, Chapter 11 should include a discussion of the basic Communications Model as well as some more modern communications models.

The text content appears to be accurate, error-free and unbiased. In my thorough review, I found nothing to the contrary.

The text contains many relevant, current examples of marketing concepts as well as some images of marketing examples and nice video clips of marketing examples. Some examples in Chapter 2 are from 2006, 2007, 2008 & 2009. These 10+ year old examples are too old to be relevant to students who are only 20 years old. I like the application of marketing concepts to the world of business and to personal branding.

The “voice” of the text is conversational yet professional. The terms used throughout the text seem to be in alignment with other Principles of Marketing textbooks I have used previously.

The text seems to be internally consistent. I saw nothing to indicate otherwise.

The text is organized effectively in most ways, but I have a recommendation. Chapter 3 should be divided into more sections. There are too many learning objectives and key takeaways for section 3.1.

There are significant organization problems in Chapters 4,8 & 13. Each of these chapters is out of order. For example, Chapter 4 is presented in the following sections: 4.4, 4.5, 4.6, 4.7, then 4.1, 4.2, 4.3. The same is true of Chapters 8 & 13.

The way the pages are presented with extra lines on many pages, with figure titles on different pages than the actual figure, or with figure numbers on a different page than the figure itself. See Figures 1.3 and 1.4 in Chapter 1 as examples.

I did not notice any grammar problems in the text (and I typically find lots of grammar problems when I am editing).

In my opinion, he text is culturally sensitive.

• I really like the “key takeaways” and “review questions” at the end of the sections instead of a summary at the end of the chapter. • I would add key terms at the end of each section because the terms and definitions seem to get lost within the chapters. • The “activities” at the end of the chapter are unique and creative. I would use these ideas for my classes.

Reviewed by Donald Chang, Professor, Metropolitan State University of Denver on 4/29/19

The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details.... read more

The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details. To introduce basic concepts, it might be sufficient. For deeper understanding and analysis, it will require additional reading and research by readers. For example, in the very beginning, the author claimed "... about 1950 to 1990, businesses operated in the marketing era" without providing supporting materials to bolster the claim. The discussion also skipped a commonly known period when emphasis on selling was prevalent, skipping from product concept to marketing concepts, while ignoring the discussion on social responsibility in the 80s.

Accuracy is not a major issue for this book. Most contents are explained adequately for concept delivery.

Most basic concepts in marketing, e.g., product life cycle, buying process, pricing strategies, are mostly time free, thus, stay relevant regardless of changes in the marketplace. Examples used are apparently out of date, e.g., iPad. Many of the examples are prior to 2010 so that examples need to be updated to be relevant to today's students. Most basic content is consistent with other textbooks, just on a shallow side.

For marketing, the key strategic decisions are in segmentation, targeting, positioning, and differentiation. It would be probably more appropriate to place strategic planning close to the chapter on segmentation, targeting, and positioning. With so much content in marketing to cover, a standing-alone chapter on professional selling is uncalled for. After all, personal selling is only one of the element of promotion and most companies prefer to train their own sales force, thus very company/product specific, not something could be covered effectively in a principles of marketing textbook. It also incorrectly over-inflates the role of sales in marketing curriculum. Most students, business and non-business, do not see professional selling as their career aspiration either, if they have the choice.

There is an obvious omission in international marketing. The author's claim that global coverage is built in throughout the textbook cannot be observed. Without having a devoted chapter in international marketing, some basic concepts in international management are not presented. The same is for sustainability, ethics, and social responsibility. The author seemed to understand their importance, but not important enough to have their own sections. On the other hand, the author had no issue in having a chapter in professional selling without clear justification for its inclusion. These are obviously the author's own selection bias and personal preferences, not necessarily what students ought to learn from the course.

The writing is good for average college students. It is mostly easy to follow.

The book used "offerings" when referring to products and services consistently throughout the book. Each chapter is presented with discussion questions, activities, key takeaway, review questions with consistent structure and writing style.

The book is organized in a module-like manner, with most materials being free-standing, allowing a section to be borrowed for another marketing course as needed. As the writing is on the succinct side, there is rarely a long writing blocks without division.

While the book is structured well overall, the placement of strategic planning in the very beginning (Chapter 2) is probably off. Students need to know about the subject more before jumping into strategic planning. Other than chapter placement, the overall organization is adequate.

There are no known serious interface issues that are present. Graphs, charts, pictures are clear and easy to see and follow. A few enhancements to market the headings and sub-headings could be added to better break up sections. As examples, "Video Clip" on page 272, 273 could be better presented. The headings are easily overlooked as presented. At times, the reader might not be aware that the topic has shifted to a new one.

The book is grammatical correct overall.

There are no obvious concerns of being culturally insensitive or offensive.

The book is a possible alternative for average high school and college students if the goal is to learn the very fundamental concepts in marketing. For students who look for deeper understanding, this is not the right book for them as much discussion is on the shallow side. The author's own opinions can be found throughout the book without adequate supporting materials. Therefore, it is subject to the author's self selection bias. For marketing major students, I would expect students to learn more than what are presented in this book.

Reviewed by Nicole Lytle, Faculty Lecturer, LaGuardia Community College on 4/24/19

This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way. read more

This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way.

I found the text to be accurate, and in line with current marketing practices and pedagogical materials.

The resource is current, but some examples are a bit dated. The instructor using this resource should check all links and examples before assigning.

The resource is clear and easy to understand.

The terminology and framework are consistent with current concepts and expectations of an introductory level course.

The text is well organized; it also lends itself to skipping around and changing the order of the material as the instructor sees fit.

Topics presented are in a logical manner - learning objectives, terms, examples/diagrams, key takeaways, and review questions.

The interface is clear and easy to navigate - clicking images isolates them, which is a good tool for some visual learners.

The resources is not culturally offensive, but it also misses the mark for cultural inclusion.

Reviewed by Duane Bernard, Lecturer, Gettysburg College on 3/12/19

The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not... read more

The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not necessary to cover this in detail, the explanation provided may not be enough for students to understand what it is. I even had a student that commented on the lack of substance in some areas.

I did not come across any areas that were not accurate. It is written well.

The examples are somewhat dated. While it is perfectly fine to present historical examples, the "new" examples need to be updated. In addition, some of the links are broken.

I have not seen any issues with the understandability of the text. I have also not had any negative comments from students.

The text is consistent with its terminology.

The text is easily separated into subunits. I do not use it as a standalone assignment for reading, as I also have many cases and simulations. I have only directly assigned certain sections for homework. This works well.

The book follows the usual formatting and organization of most of these textbooks.

The only issue I have encountered is some broken links that refer to videos. I have not encountered any other issues.

Grammatical errors have not been found.

I have not detect any offensive content. I have not seen a lot that would be inclusive of other backgrounds.

This book is great as a supplement to other course materials such as cases and lecture. I believe its limitation is that it could go into more depth in many sections.

Reviewed by Lori Rumreich, Assistant Professor of Marketing, Marian University on 3/5/19

This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful.... read more

This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful. Overall there is a lot of content to choose from in this text that makes it easy to select what is needed. A searchable pdf in the downloaded format makes it easy to find content.

The content is accurate and unbiased. Some content may be out of date but with the rapid change happening in much of marketing, especially digital/social, that is to be expected.

The rapid pace of change in marketing, especially digital marketing/social media and media in general make it difficult for textbooks to stay up to date. Updates to these sections should be easy to make. The majority of the text is up-to-date and relevant. The use of review questions and key takeaways for sections are very helpful and reinforce learning of each concept.

This text provides practical and real world examples that are interesting and relevant. Writing style is clear and accessible. The use of pictures and the use of color for highlighting tables, charts, special sections, etc. add to the clarity and readability.

There is a consistent style throughout the text. Clear objectives are at the start of each section, key takeaways and review questions are at the end of each section. This creates a very consistent style that is easy to follow and should help with learning.

It would be nice to provide sub units or groups of chapters within a theme or section of marketing but this is not a requirement. Chapters can be easily divided where needed.

I would prefer that market research to be closer to the front of book. Market research is a first step in understanding customer needs, product features, markets, segments, promotion and ad concepts, etc. It seems out of place near the end of the text. Otherwise, the organization is logical and clear.

The searchable pdf version is very easy to navigate and use. The links to videos and other external content are accessible. All content appears clear and free from distortion. Having multiple formats, pdf, kindle, etc., available is a plus for this text.

The text contains no grammatical errors.

The text appears to be culturally relevant. There is good diversity in the photos shown in the text.

Reviewed by Rosemary Prince, Teaching Faculty III, Florida State University on 12/6/18

The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary... read more

The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary are not included which would be beneficial.

The concepts, definitions and strategies are accurate and unbiased.

The general principles addressed are relevant. Examples should be updated and some links are no longer available. As noted in the learning objectives Social Media keeps changing and the text needs to be updated. Additionally, e-marketing should be expanded given the changes since 2010. The reference information provided with websites resources and examples and framework of the textbook allows for updating with more recent clips, research, templates, etc.

The text is very clear and terminology is easy to understand.

The framework is consistent with the concepts presented in an introductory level marketing text.

The text is presented in units within each chapter that can be separated and or combined with other units for specific learning assignments or extracted to supplement learning.

The topics in the text are presented in logical order for an introductory marketing text. The layout of the textbook including learning objectives, sequencing, terminology, key takeaways, questions and activities is well organized.

Downloading the text as a PDF, the images and charts were clearly visible. The navigation was straightforward and easy. The links to videos were accessible; however, some were no longer available.

Minor grammar errors were noted.

Updating the video examples would provide a more inclusive text.

Reviewed by Melodi Guilbault, Senior University Lecturer, NJIT on 5/21/18

The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on... read more

The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on social media. There is a clear Table of Contents but I did not see an index or glossary.

The content appears to be accurate. I did not note any errors or any bias. But the content is dated.

Relevance/Longevity rating: 1

The content is dated. The content is adapted from a text written in 2010. There have been significant changes since 2010. Although there are a few more recent links most of the links are from before 2010.

The text is easy to read. Students should find the writing easy to follow. Terminology has been clearly explained.

The way the chapters are organized is consistent throughout the text.

The text is easily and readily divisible into smaller reading sections that can be assigned. This is generally done by chapters and units within the chapters.

The topics are presented in the same order as many Principles of or Introduction to Marketing texts.

I could not get any of the videos to open. Other than that I was able to easily navigate through the chapters. The hyperlinks took me to the appropriate text but it would be helpful to have a return button.

The text did not appear to contain any grammatical errors.

Cultural Relevance rating: 2

I did not note any direct effort to be inclusive in the examples provided.

I like the use of the alternative to the 4Ps. I find the 4Ps to be a dated paradigm and it was refreshing to see a different approach.

Reviewed by David C Taylor, Assistant Pofessor, University of Houston on 3/27/18

A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses. read more

A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses.

The text is very general, but provides accurate descriptions and overviews of concepts and marketing theory.

We could see more on e-marketing or the evolution of social media over traditional advertising. That said, as a primer on the subject of marketing, this is a great tool in lieu of students having to make a purchase.

Clear, easy to read and understand.

Consistency is strong and consistent across chapters.

I don't think molecularity is practical with an general overview text, unless you wanted to utilize some of the chapters as refreshers in broader topic on marketing.

organized consistently and flow is as with other marketing texts

I did not experience any difficulties

No major grammar issues were identified.

Again, a good primer, or refresh for an upper-level marketing course.

Reviewed by Mary Tripp, Business Faculty, St. Paul College on 2/1/18

The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the... read more

The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the usefulness of this textbook. A table of content exists but unfortunately no subject index or glossary is provided.

Content Accuracy rating: 3

Overall the accuracy of information, based on the publication date, is acceptable. The textbook is listed as published in 2015 on the Open Textbook Library site. However, the internal publication date is 2010. The internal date seems accurate based on the examples and citations used throughout the textbook. The books examples are all about 10 years old. In the world of marketing, that is a problem. The textbook has some grammatical and spelling errors but nothing that would prevent usage.

The textbook is listed as published in 2015 on the Open Textbook Library site. However, the internal publication date is 2010. The internal date seems accurate based on the examples and citations used throughout the textbook. The books examples are all about 10 years old. In the world of marketing, that is a problem. The subjects of pricing, product, and distribution would be easy to update in the text and/or provide supplements in the classroom. However, the promotion related chapters are very out of date in today's tech driven e-marketing and social media marketing world. If this book had been available in 2009 as an open resource, I would have used it. In 2018, it is unlikely that I would use this resource.

The clarity of the book is great. It is written in a straight forward manner that students would easily understand. The minor grammatical and spelling issues do not hinder the reader.

The consistency of the book meets expectations in regards to terminology and framework.

Each chapter has between 3-8 subsections that allows the material to be easily read by students.

The flow of the chapters is a positive element of the textbook. The organization of the book follows the same structure as many of the principles of marketing textbooks. The table of contents could be restructured to group chapters into subunits for greater student comprehension but it is a small detail.

The interface of the book demonstrated no problems other than the links to videos did not work.

The book contained minor grammatical errors but at a level that the average student would not notice.

Cultural Relevance rating: 1

The cultural relevance of the textbook needs attention. There are not many examples/photos that demonstrate a variety of races, ethnicity, or backgrounds.

1. The cover page and the initial first pages are dull and uninspiring. 2. Overall the textbook is visually dull and students would find the lack of visual interest to be a negative. 3. The examples and references are all at least 10 years old. 4. The text contains only three pages on social media. Not nearly sufficient in today's social media driven environment. 5. The textbook lacks examples of nonprofit organization.

Reviewed by Kristin Hagan, Associate Professor, Northern Virginia Community College on 6/20/17

This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling,... read more

This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling, and overview of a marketing plan. The Table of Contents is easy to access; it serves as a helpful search function. The text is missing a glossary of terms; adding one could be beneficial to readers.

Definitions, principles, and concepts presented in the text are correct. In accordance with marketing principles, the facts presented in the text are true to point. The material was presented in an unbiased way and was primarily free of any grammatical errors.

The examples used in the text are up-to-date and relevant. The large number of real world examples given help the reader understand the learning objectives being presented. Revising these examples and other pertinent information in the text would not be an impossible task.

The layout and formatting of the material is clear and concise. The content of the book uses a lot of extended sentences that could be shortened to help the reader better understand the material. The terms and jargon used is relevant and up-to-date.

The text is extremely consistent in its terminology and framework. Its layout is consistent which makes each new chapter and section easily recognizable. Each chapter has review questions and key summery section which reiterates key points and acts as checkpoint for student.

The layout of the text is very modular. Each chapter is broken down into a minimum of three sections which makes the information very learner-friendly. Each section has a defined learning objective and review material at the end of the section.

The text is organized in a logical way where concepts taught at the beginning of the book are built upon later. The information presented flows well throughout the text. The Table of Contents is extremely beneficial and makes key topics easy to locate in the text.

I did not notice that the text featured any interface issues such as navigational problems, unclear images, or other distortions that would confuse the reader. The images and figures presented in the text are clearly visible to the reader. All images and figures can be enlarged if the viewer clicks on the displayed image.

There were few grammatical errors in the text.

This text presents real life examples relevant to mainstream culture and business in America. Depending on the audience, more culturally diverse examples may be more suiting. The text does a fairly good job of using conational business examples however, some of the images of people could be diversified.

The audio clips located throughout the online text are a nice edition that students reading a traditional textbook can not experience.

Reviewed by Oksana Grybovych, Associate professor, University of Northern Iowa on 12/5/16

The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards... read more

The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards services and experiences marketing. Speaking of the latter, there is no discussion of marketing experiences as offerings even though this approach is very common these days.

This text seems to target the North American audience, and readers from elsewhere might not readily relate to the examples provided. The authors could also incorporate more examples from a nonprofit sector.

Most chapters are very relevant to the current marketing practices. However, the authors could consider including or expanding more on the subjects of sustainability (e.g. social corporate sustainability) as well as experience marketing.

Key concepts are well defined, but the structure and formatting of the text are somewhat confusing.

The text is structured around the framework that is outlined by the authors in chapter 1.

There are 16 chapters in the text, each of them is broken up into sections. Such structure makes it very manageable for the instructor to use the text in a typical North American semester.

Some of the chapters could be moved around to allow for a better flow of the contents.

The authors could consider moving all references to the end, as well as including a table of contents that the students could navigate (click on the headings), glossary, and an index.

Very few spelling/grammar errors.

It appears that this text is mainly designed for North American white audience, hence is lacking in its cultural relevance.

Overall this is a very good introductory text, I was happy to see the authors incorporate many important topics that are frequently omitted in other texts. At the same time, a few more important topics could be added, the formatting/ structure of the text revised, and more culturally relevant content added.

Reviewed by Chris Blocker, Assistant Professor, Colorado State University on 1/7/16

Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g.,... read more

Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g., satisfaction metrics, account planning, and other topics.

Principles of Marketing by Tanner & Raymond articulates the core principles of marketing with accuracy and precision. There is a tight linkage (typically through use of web links) to established definitions (e.g., AMA) and conceptual frameworks (e.g., Product and Market Entry strategies) that have come to reflect the established body of marketing knowledge.

Principles of Marketing by Tanner & Raymond contains relevant and up-to-date themes based upon emerging paradigms (e.g., Service Dominant Logic) that are synthesized across the chapters.

One of the strengths of Principles of Marketing by Tanner & Raymond, which relates to its comprehensiveness, is the clarity offered for all the concepts presented. Key concepts are well-defined and presented in a plain language that is readily accessible to a wide audience.

Although, no unifying framework is offered to connect the chapters, there is an underlying common conceptual core offered within the Principles of Marketing by Tanner & Raymond

Another key strength of Principles of Marketing by Tanner & Raymond is the modularity. Chapters are broken up numerically and into "bite-size" chunks such that instructors would have an easy time assigning aspects of a chapter to modules.

Principles of Marketing by Tanner & Raymond follows the common flow of the vast majority of Principles texts by beginning with the organization and high-level strategies, then digging into consumer/buyer behavior, and finally, unpacking the marketing mix.

Navigation is easy for Principles of Marketing by Tanner & Raymond; however, some issues with fonts and size of text within images rendered some distractions

Principles of Marketing by Tanner & Raymond is well written and in an accessible style.

Principles of Marketing by Tanner & Raymond is not offensive in any way and does offer quite a few diverse examples. However, there is a heavy reliance on North American company examples, such that individuals in other cultures might have difficulty with some.

Principles of Marketing by Tanner & Raymond does a really nice job of offering a comprehensive and relevant marketing text that can easily be modularized by instructors. The authors have effectively integrated up-to-date examples that students will find interesting as well as integrated media (e.g., audio clips) and real life profiles (profiling an analytics manager at BNSF) to produce an engaging text.

Reviewed by Marina Jaffey, Instructor & Program Leader Marketing, Camosun College on 10/9/13

This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed... read more

This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed relatively thoroughly, with the following exceptions: 1. Pricing 2. Retailing and Distribution as it relates to services Rather than structuring the text around the 4Ps or traditional Marketing Mix, the authors follow the premise that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. The text does not include a Table of Contents, Contents in Brief, or Glossary and/or Index.

Marketing concepts are defined/explained/discussed accurately. All the examples are American, so not as relevant for Canadian students. Similarly, the Environmental Scan and ethical/legal segments are all based on American trends and laws/business practices. In general, the examples tend to focus on large corporations. More examples from medium/small businesses, as well as not-for-profits, would help to provide a broader perspective for students. Based on the scale below: content is accurate, but has a very American bias.

The content is up-to-date, with the exception of: 1. The three chapters on marketing communications. Marketing communications has been and is continuing to change rapidly, and as a result, it is difficult for text books to remain current. Having said this, I believe that it would be relatively easy to make regular updates to the marketing communications chapters. 2. Although the Distribution chapter is up-to-date, it is lacking in its coverage of distribution as it relates to services, as well as retailing. 3. Perhaps most importantly for Canadian students, is the fact that all the examples and all sections that relate to legislation/business practices in the current text are American. It would be more time consuming to up date the text to reflect the Canadian marketing environment.

Clarity rating: 3

Concepts are explained clearly in the body of the text. Ideas to increase retention are: 1. Include more visuals. The current charts/graphs are small and difficult to read. Many of the figures lack sufficient detail. Visuals serve to summarize concepts at-a-glance and help students to understand/recall a concept. 2. Provide a variety of examples to illustrate concepts. 3. Make better use of formatting to ensure students can see quickly key concepts and definitions on a page, for instance, make better use of headings & subheadings and include key concept definitions in the margins of the page. 4. In addition to the summaries at the end of each section within a chapter, include a final end of chapter summary.

Yes, the text is internally consistent in terms of terminology and framework. The text presents the marketing mix in terms of four activities or components of marketing: creating, communicating, delivering, and exchanging value.

There are 16 chapters in the text which corresponds nicely with a typically 14 week semester. The order of the chapters in the text is as follows: Ch. 1 - What is Marketing? Ch. 2 - Strategic Planning Ch. 3 - Consumer Behaviour Ch. 4 - Business Buying Behaviour Ch. 5 - Market Segmenting, Targeting, & Positioning Ch. 6 - Creating Offerings Ch. 7 - Developing & Managing Offerings Ch. 8 - Using Marketing Channels to Create Value for Customers Ch. 9 - Using Supply Chains to Create Value for Customers Ch. 10 - Gathering and Using Information: Marketing Research & Market Intelligence Ch. 11 - Advertising, IMC, and the Changing Media Landscape Ch. 12 - Public Relations & Sales Promotions Ch. 13 - Professional Selling Ch. 14 - Customer Satisfaction, Loyalty, and Empowerment Ch. 15 - Price Ch. 16 - The Marketing Plan It would be easy and straight forward for an instructor to change the order that these topics are covered in a semester, should he/she wish to do that.

Two changes I recommend are: 1. Put ch. 15 - Price right after ch. 7 - Developing & Managing Offerings. Pricing is a very important marketing concept, and it makes most sense to discuss how to price products/services/offerings right after they are covered in the text. 2. Move ch. 10 - Marketing Research to right after ch. 2 - Strategic Planning. Ch. 2 covers environmental scanning, so it is important for students to learn how to research trends and find information required for planning. Otherwise, the order of the chapters is fine.

Interface rating: 2

I have been working with a print version of the text. A suggestion to make navigation through the print version easier would be to include a Table of Contents, Contents in Brief, and Index/Glossary at the end. Images/charts are small and difficult to read in the print version. Many subheadings sit alone at the bottom of a page. Need to format so that a subheading appears with some or all of the body copy. Also, some chapters begin on the same page that the previous chapter ends. It would be better to start a new chapter on a new page. In several instances, whole pages were simply lists of sources. It is important to cite sources, however it would be better to include these lists of sources at the end of a chapter, rather than in the middle of a chapter.

There are relatively few grammatical or spelling errors. Please see complete list of errors in attached document.

Although the text is not culturally offensive in any way, I believe there could be more examples that reflect a variety of races, ethnicities, and backgrounds. The text mentions that there is a profile of a marketing professional at the beginning of each chapter - this is not the case (no profiles are included). Including profiles of marketing professionals from a variety of races, ethnicities, and backgrounds would be one way of addressing this weaknesses. It would also be appropriate to profile different types of organizations to illustrate marketing concepts/business practices amongst different cultural groups. As mentioned earlier, this is an American text so all examples are American.

Overall this text covers all the key topic areas relevant to a first year college/university overview marketing course. Most topics are covered in an appropriate amount of depth, with a few exceptions including pricing and services marketing. Learning Objectives are included at the start of each segment within a chapter, but not at the start of a chapter. Learning Objectives are all at the lowest two levels of Bloom's Taxonomy - Knowledge (i.e. Describe...) and Comprehension (i.e. Understand...) http://www.coun.uvic.ca/learning/exams/blooms-taxonomy.html The Review Questions and Key Takeaways which appear at the end of each segment within a chapter and the Discussion Questions and Activities at the end of each chapter are generally good and provide students with ways to test understanding and apply relevant concepts. This is an American text, so an instructor would need to provide his/her students with a variety of Canadian examples, as well as Canadian content related to environmental scanning and business practices. All Introduction to Marketing texts offered by publishers provide extensive support materials for instructors and students. I'm not aware of any support materials that come with this text. There are formatting issues which have been mentioned earlier in this review, that would need to be addressed. This review originated in the BC Open Textbook Collection and is licensed under CC BY-ND.

Table of Contents

• Chapter 1: What is Marketing?
• Chapter 2: Strategic Planning
• Chapter 3: Consumer Behavior: How People Make Buying Decisions
• Chapter 4: Business Buying Behavior
• Chapter 5: Market Segmenting, Targeting, and Positioning
• Chapter 6: Creating Offerings
• Chapter 7: Developing and Managing Offerings
• Chapter 8: Using Marketing Channels to Create Value for Customers
• Chapter 9: Using Supply Chains to Create Value for Customers
• Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
• Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
• Chapter 12: Public Relations, Social Media, and Sponsorships
• Chapter 13: Professional Selling
• Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
• Chapter 15: Price, the Only Revenue Generator
• Chapter 16: The Marketing Plan

Ancillary Material

About the book.

Principles of Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment:

Service dominant logic — This textbook employs the term "offering" instead of the more traditional First "P" — product. That is because consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.

Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the "triple bottom line" of financial, social, and environment performance.

Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.

Global coverage — the authors deliberately entitled Chapter 1 "What is Marketing?" Whether it is today's price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today's marketing professionals must understand the world in which they and their companies operate.

Metrics — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer "well, what this marketing strategy really worth it?" And "what is the marketing ROI?" And finally, "what is this customer or set of customers worth to us over their lifetime?"

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In the marketing program, study how packaging, advertising, branding, social media and other factors influence consumer behaviors. Explore market research tools and learn how to use marketing tools such as product, price, place, and promotion to create effective marketing strategies.

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New Report: State of Connected Insights

A complete guide to online market research

Getting a clear picture of your market is crucial for business success. 

Online market research provides a variety of tools that make it easier to understand your audience and stay ahead of trends. 

For example, to better understand if a specific region is as receptive to a new drink flavor your brand recently released elsewhere, it would be helpful to conduct online market research by surveying consumers in that area. By gaining a better understanding of consumer receptiveness before bringing your product into their market, you can reduce risk and potentially increase its overall success.  

In this blog, I’ll walk through the different types of online market research, highlight their benefits and offer practical tips to help you make the most of these tools.

Online market research is the process of gathering data and insights about a target market, customer behavior, competitors and industry trends using digital tools and platforms. 

This form of research is conducted through the internet and uses various methods like surveys, social media analysis, website analytics and online focus groups.

Ultimately, online market research is a vital tool for businesses to understand their market, improve their offerings and make data-driven decisions. 

Now let’s dive into the advantages and disadvantages.

Cost-effective:

Online research eliminates the need for physical materials, travel or venue costs, making it much cheaper than traditional research methods.

Many online tools offer free, one-off or low-cost options, making it accessible to businesses of all sizes.

Speed and efficiency:

Data collection can be instantaneous, allowing businesses to gather insights and make decisions quickly.

Online surveys, for instance, can reach thousands of respondents in a matter of minutes, significantly speeding up the research process.

Wider reach and global access:

The internet allows businesses to access a global audience, making it easier to gather data from diverse demographics.

This is particularly advantageous for companies that operate internationally or are looking to expand into new markets.

Convenience and flexibility:

Respondents can participate at their own convenience, leading to potentially higher response rates.

Online tools offer flexibility in research methods, from surveys to social media analysis, allowing businesses to choose the most appropriate approach for their needs.

Better targeting and personalization:

Online tools enable businesses to precisely target specific customer segments, ensuring that the data collected is highly relevant.

Behavioral targeting and data analytics allow companies to gain deeper insights into specific customer preferences and behaviors.

Real-time data and continuous monitoring:

Online platforms, such as social media listening tools and website analytics, provide real-time insights.

This allows businesses to track trends, customer sentiment and market changes continuously, enabling more agile decision-making.

Scalability:

Online research can easily scale from small to large sample sizes without significant additional costs or logistical challenges.

Whether a business needs insights from hundreds or thousands of people, the process remains streamlined and efficient.

Environmental impact:

Conducting research online reduces the need for paper and other physical resources, making it a more sustainable option.

This can also resonate positively with environmentally conscious consumers.

Disadvantages

Limited representativeness: Not everyone has access to the internet, potentially excluding certain demographics and leading to biased results .

Data quality concerns: Without face-to-face interaction, it can be challenging to verify the authenticity of responses, and survey fatigue may affect data quality.

Tips for tackling data quality in market research

3. Privacy and security issues: Collecting personal data online raises concerns about data protection and compliance with regulations like GDPR. That’s why it’s crucial to stay on top of these regulations when conducting research. 

The advantages of online market research, particularly in terms of cost, speed, reach and flexibility, make it a powerful tool for businesses today. While there are some limitations, the benefits often outweigh the drawbacks, especially when businesses use online research for a more comprehensive understanding of their market.

There are various types of online market research methods that businesses can use to gather insights about their target market, competitors and industry trends. Each method serves a different purpose and can be used in different contexts. 

Here are several key types and who might typically use them:

1. Online surveys and questionnaires

Who: Product Managers, Market Researchers, Consumer Insights Specialists

All three may use surveys to gather customer feedback on new products or ads , understand customer satisfaction or track brand perception. Surveys are extremely helpful in making decisions about product or ad development and improvements.

2. Social media listening and analysis

Who: Social Media Managers, Brand Managers

Social media managers and brand managers monitor social media platforms to gauge public opinion, track brand mentions and respond to trends. This is especially useful for brands focusing on engagement and reputation management.

3. Website analytics

Who: Digital Marketers, E-commerce Managers

Digital marketers and e-commerce managers rely on website analytics to track visitor behavior, optimize conversion rates and measure the effectiveness of online campaigns. It's essential for those focused on driving website traffic and improving user experience.

4. Online focus groups

Who: Market Researchers, Brand Strategists

Market researchers and brand strategists use online focus groups to gain in-depth insights into customer attitudes and preferences. This method is beneficial for exploring new ideas or testing concepts before a full market launch.

5. Online panels

Who: Market Research Analysts, Consumer Insights Specialists

Analysts conducting ongoing studies use online panels to track consumer behavior over time. This method is valuable for brands looking to monitor changes in customer preferences or loyalty over extended periods.

6. Competitor analysis tools

Who: Competitive Intelligence Analysts, SEO/SEM Specialists

Competitive Intelligence Analysts and SEO/SEM specialists use these tools to track competitors' digital strategies. They focus on benchmarking performance, identifying market gaps and improving search engine rankings or advertising campaigns.

7. Online customer reviews and feedback

Who: Customer Experience Managers, Product Developers

Customer experience managers and product developers analyze online reviews to identify common customer pain points and areas for improvement. This data is critical for enhancing product quality and customer service.

8. Crowdsourcing

Who: Innovation Managers, Product Designers

Innovation managers and product designers use crowdsourcing platforms to gather ideas and feedback from a broad audience. This method is ideal for generating creative solutions or crowdsourcing opinions on new concepts.

9. Online experiments (A/B Testing)

Who: Digital Marketers, UX Designers

Marketers and UX designers use A/B testing to optimize website performance, email campaigns and online ads. They focus on improving user experience and maximizing conversion rates by testing different variations.

10. Behavioral tracking

Who: UX Researchers, Web Analysts

UX Researchers and Web Analysts use behavioral tracking tools like heatmaps to understand how users interact with a website or app. This method is valuable for identifying usability issues and improving overall site or app design.

11. Online marketplaces and sales data analysis

Who: E-commerce Managers, Retail Analysts

E-commerce managers and retail analysts analyze sales data from platforms like Amazon or Shopify to track product performance and identify trends. This method helps in optimizing product listings, pricing strategies and inventory management.

Here are a few additional tips to consider when using online market research that go beyond the basics:

1. Leverage multiple data sources for a holistic view

Don’t rely on a single method or tool for market research. Combining data from surveys at every stage of your production process will provide a more comprehensive understanding of your market. This approach helps you cross-validate findings and ensures that you are making well-rounded decisions.

2. Prioritize mobile-friendly research

Ensure that your surveys, forms and research tools are optimized for mobile devices. With a significant portion of users accessing the internet via smartphones, mobile-friendly research methods will help you reach a broader audience and improve participation rates.

3. Use data segmentation for deeper insights

Segment your data by different demographics (age, location, interests) to uncover more targeted insights. This will allow you to tailor your marketing strategies more effectively, addressing the specific needs and preferences of different customer groups.

4. Incorporate visuals to improve engagement

When conducting online surveys or focus groups, consider using visuals such as images, videos or infographics to make the process more engaging. Visual elements can help clarify questions, keep participants interested and lead to more thoughtful responses.

5. Stay updated on privacy regulations

As data privacy laws (e.g., GDPR, CCPA) continue to evolve, it’s crucial to stay informed and ensure that your online market research practices are compliant. Being transparent with participants about how their data will be used and protected builds trust and can improve participation rates.

By keeping these tips in mind, you can enhance the effectiveness of your online market research efforts and gain deeper, more actionable insights.

Online market research is a game-changer for businesses looking to better understand their market and make smarter decisions. 

With tools like surveys, social media monitoring and competitor analysis, you can gather the insights you need to stay ahead. But while the benefits are clear, it’s crucial to be aware of potential pitfalls like data quality and privacy concerns. 

When done right, online market research becomes a key driver of growth, helping you connect with your audience and adapt to market shifts with confidence.

Reach out to us to learn how Zappi can help you get started.

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Marketing Research Training in Moscow

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• Explore advanced research methodologies and data collection techniques
• Learn to analyse market trends and identify opportunities for growth
• Design effective market research surveys with this Market Research Training

Course information

• Course syllabus
• Who it’s for
• What’s included
• Why choose this course

Marketing Research Training Course Outline

Module 1: Introduction to Marketing Research

• Who Needs Market Research?
• New Roles for Market Research
• Effect of Regional Culture on the Use of Market Research
• Use of Market Research in Business Models and Frameworks
• Consumer and Business-to-Business Market Research
• Scope of Market Research Information
• Quantitative and Qualitative Research
• Market Research Process
• Organisation of Market Research

Module 2: Market Research Design

• What is Worth Researching?
• Market Research Suppliers
• Market Research Brief: A Statement of the Problem/Opportunity
• Market Research Proposal: The Return of Brief (ROB)
• Information Required
• What to Expect in a Proposal (Return of Brief)?

Module 3: Uses of Market Research

• Understanding Markets and Customers
• Understanding and Developing the Offer
• Positioning the Brand and Communications

Module 4: Qualitative Research

• What is Qualitative Research?
• Tools of Qualitative Research
• When to Use Qualitative Research
• Uses of Qualitative Research

Module 5: Quantitative Research

• What is Quantitative Research?
• Determining the Size of the Sample
• Tools of Quantitative Researcher
• What is Quantitative Research Used for?
• Analysing Quantitative Research

Module 6: Using Market Research to Segment Markets

• Why Use Market Segmentation?
• Types of Segment Approach Qualitative/Judgement-Based Approach
• Quantitative Methods
• Successfully Embedding Segmentation Within a Client Organisation

Module 7: Using Market Research Improve a Brand Position

• Research at the Birth (and Re-Birth) of a Brand
• Researching New Visual Identities
• Brand Health Monitoring
• Other Topics Covered as Part of Brand Tracking Studies
• Research Design of Brand Tracking Studies
• Brand Positioning
• Valuing Brands Equity

Module 8: International Market Research

• Seeing Things More Clearly
• Structure of the Global Market Research Industry
• Response Rates Internationally
• Measuring Attitudes Across Nations
• Coordinating Multi-Country Studies
• Using Desk Research (Secondary Research) to Carry Out International Market Research

Who should attend this Marketing Research Training Course?

The Marketing Research Training is designed for professionals who want to strengthen their knowledge and expertise in the field of market research. This course will benefit various professional roles, such as:

• Market Research Analysts
• Marketing Managers
• Product Managers
• Brand Managers
• Business Development Managers
• Consumer Insights Specialists
• Strategic Planners
• Marketing Consultants

Prerequisites of the Marketing Research Training

There are no formal prerequisites to attend the Marketing Research Training. However, a basic knowledge of research methods and statistics would be beneficial.

Marketing Research Training Course Overview

Market Research aids in the discovery of new clients for the business. It is the process of determining the viability of a new product or service by conducting direct customer research. Marketing Research Courses play a pivotal role in equipping professionals with essential skills to navigate the dynamic landscape of business. In today's data-driven world, Marketing Research is a cornerstone, providing insights critical for informed decision-making and strategic planning.

Understanding Marketing Research is indispensable for professionals across diverse industries, including Marketers, Analysts, and Business Strategists. Mastery of this subject through the course empowers individuals to extract valuable insights from data, ensuring they make informed decisions that align with market demands and trends.

In this 1-day training session by the Knowledge Academy, the Marketing Research Training aims to equip delegates with practical skills to conduct effective market research. Through interactive sessions and real-world case studies, professionals will learn to leverage data to drive marketing strategies, making informed decisions crucial for business success.

Course Objectives

• To understand the fundamentals of market research methodologies
• To learn how to design and implement effective surveys and data collection strategies
• To analyse and interpret data to derive actionable insights
• To explore the role of market research in shaping marketing strategies
• To gain hands-on experience in using market research tools and techniques
• To develop the skills to present research findings in a compelling and impactful manner

Upon completion of the Marketing Research Course, delegates will emerge with a comprehensive understanding of market research, enabling them to make data-driven decisions that enhance their marketing strategies and contribute to overall business success.

What’s included in this Marketing Research Training Courses?

• World-Class Training Sessions from Experienced Instructors
• Marketing Research Certificate
• Digital Delegate Pack

Why choose us

Our moscow venue.

To make sure you’re always connected we offer completely free and easy to access wi-fi.

Air conditioned

To keep you comfortable during your course we offer a fully air conditioned environment.

Full IT support

IT support is on hand to sort out any unforseen issues that may arise.

Video equipment

This location has full video conferencing equipment.

Moscow is the capital and the largest city in Russia. The city has a population of around 12.2 million and the urban area has a population of around 16.8 million. Moscow houses around 1696 high schools, 91 colleges, 222 higher education institutions and 60 state universities. The Moscow State University is a coeducational and public research university. It was established in 1755 and houses the tallest educational building in the world. The university has around 47,000 students in attendance and offers a variety of courses in areas such as; geography, medicine, history, philology, economics, law, psychology, sociology, education, chemistry, television, education and military training.

3rd floor, Voentorg building, 10 Vozdvizhenka street, Moscow

Ways to take this course

Online Instructor-led

Online Self-paced

Experience live, interactive learning from home with The Knowledge Academy's Online Instructor-led Marketing Research Training in Moscow. Engage directly with expert instructors, mirroring the classroom schedule for a comprehensive learning journey. Enjoy the convenience of virtual learning without compromising on the quality of interaction.

• See trainer’s screen
• Recording & transcripts
• Virtual whiteboard
• Share documents
• Works on all devices

Unlock your potential with The Knowledge Academy's Marketing Research Training in Moscow, accessible anytime, anywhere on any device. Enjoy 90 days of online course access, extendable upon request, and benefit from the support of our expert trainers. Elevate your skills at your own pace with our Online Self-paced sessions.

• Unlimited mock exam attempts --> Certificates provided online
• Get immediate access on purchase

Experience the most sought-after learning style with The Knowledge Academy's Marketing Research Training in Moscow. Available in 490+ locations across 190+ countries, our hand-picked Classroom venues offer an invaluable human touch. Immerse yourself in a comprehensive, interactive experience with our expert-led Marketing Research Training in Moscow sessions.

Highly experienced trainers

Boost your skills with our expert trainers, boasting 10+ years of real-world experience, ensuring an engaging and informative training experience

State of the art training venues

We only use the highest standard of learning facilities to make sure your experience is as comfortable and distraction-free as possible

Small class sizes

Our Classroom courses with limited class sizes foster discussions and provide a personalised, interactive learning environment

Great value for money

Achieve certification without breaking the bank. Find a lower price elsewhere? We'll match it to guarantee you the best value

Streamline large-scale training requirements with The Knowledge Academy's In-house/Onsite at your business premises. Experience expert-led classroom learning from the comfort of your workplace and engage professional development.

Tailored learning experience

Leverage benefits offered from a certification that fits your unique business or project needs

Maximise your training budget

Cut unnecessary costs and focus your entire budget on what really matters, the training.

Team building opportunity

Our offers a unique chance for your team to bond and engage in discussions, enriching the learning experience beyond traditional classroom settings

Monitor employees progress

The course know-how will help you track and evaluate your employees' progression and performance with relative ease

Some of our worldclass trainers

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Many delivery methods

Flexible delivery methods are available depending on your learning style.

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Resources are included for a comprehensive learning experience.

"Really good course and well organised. Trainer was great with a sense of humour - his experience allowed a free flowing course, structured to help you gain as much information & relevant experience whilst helping prepare you for the exam"

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"...the trainer for this course was excellent. I would definitely recommend (and already have) this course to others."

Diane Gray, Shell

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