What you’ll learn in this course

New to market research? Or seeking to establish a common set of foundational knowledge across a team?

Taught by Instructor Michelle Legros, Market Research 101 is a fun, fast-paced way to get the basics. Whether your interests are in quantitative research, qualitative research or both, you will complete this class ready to both make informed market research decisions with confidence.

This 4-part program includes:

  • Market research definitions & core concepts
  • Common market research applications
  • Qualitative research methods and common project scopes
  • Quantitative research methods and common project scopes
  • Market research industry overview: client and supplier types
  • The Top 5 Market Research Myths…corrected

Upon course completion, you will be able to:

  • Understand the language and key concepts used to define market research projects
  • Recommend qualitative market research methods & project parameters
  • Recommend quantitative market research methods & project parameters
  • Identify and correct common market research myths
  • Participate in market research-related discussions, with confidence

As a student, you get lots of helpful videos, readings and reference material.

Take a look inside the course

  • 1


    • Getting Ready to Rock!

    • Access Your Live Sessions Here

  • 2

    Key Definitions and Concepts

    • Lesson Plan

    • Key Definitions and Concepts [Lecture]

    • Key Definitions and Concepts [Slide Viewer]

    • Key Definitions and Concepts [Slide File Download]

    • Part 1 Homework Quiz

  • 3

    Methodologies, Objectives and Considerations

    • Lesson Plan

    • Methodologies, Objectives and Considerations [Lecture]

    • Methodologies, Objectives and Considerations [Slide Viewer]

    • Methodologies, Objectives and Considerations [Slide File Download]

    • Project Management Plan Sample [Downloadable Job Aid]

    • Sample Survey Research Project Schedule [Downloadable Job Aid]

    • Common Primary Market Research Methods Reference [Read before completing Case Study]

    • Assignment B: Case Study [Participation required to complete course]

  • 4

    Qualitative and Quantitative Project Parameters

    • Lesson Plan

    • Qualitative and Quantitative Project Parameters [Lecture]

    • Qualitative and Quantitative Project Parameters [Slide Viewer]

    • Qualitative and Quantitative Project Parameters [Slide File Download]

    • Job Aid: Sampling Plan Example A

    • Job Aid: Sampling Plan Example B

    • Assignment C: Managing Clients [Action Required]

  • 5

    Packaging Results, Challenges and Myths

    • Lesson Plan

    • Packaging Results, Challenges and Myths [Lecture]

    • Packaging Results, Challenges and Myths [Slide Viewer]

    • Packaging Results, Challenges and Myths [Slide File Download]

    • Sample Written Report for Focus Group Research

  • 6

    Bonus Resources

    • Recommended Reading & Viewing

    • The Data Fluent Executive

    • Data Analysis Plan [Downloadable Job Aid]

  • 7


    • Your Rockstar Status Awaits: Final Assessment

  • 8

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Michelle Legros

Independent Research Consultant

With deep insights leadership experience at companies including UnitedHealth Group, U.S. Bank, GfK, and The Toro Company, Michelle is an insights leader who brings strategic and practical insights solutions to help organizations answer key business questions. Michelle has spent more than 25 years on both the client and supplier sides of insights & marketing research. She has built and led insights functions for Fortune 100 companies. In addition, she has mentored countless marketing research, marketing and product development professionals across many industries in the art of insights & research. Michelle has executed hundreds of quantitative and qualitative projects across many methodologies. Some of her favorite experiences include launching customer experience/NPS programs, groundbreaking segmentation initiatives and conducting qualitative projects. When she’s not studying people, Michelle is traveling the globe with her family. They have made it to five continents together—and counting!

Frequently Asked Questions

We are committed to advancing the work, and careers, of Market Research & Insights Professionals

  • What is 'hybrid eLearning'?

    Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.

  • Why memberships?

    Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!

  • Can I get a Free Sample?

    Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.

  • Can I get a group discount?

    Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.

Ready to Rock?

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