Take a look inside the course

    1. Getting Ready to Rock!

    2. Exclusive Instructor-led Live Events (Zoom)

    1. Module 1 Lesson Plan

    2. Pre-Reading: Market Research Definitions

    3. Definitions and Concepts [Video Lesson]

    4. Definitions and Concepts [Slide Viewer]

    5. Definitions and Concepts [Slide File Download]

    6. Comparing Qualitative & Quantitative Research Methods [Reference Sheet]

    7. Teams and Suppliers [Downloadable Job Aid]

    8. Checkpoint A: What is Market Research? [Action Required]

    1. Module 2 Lesson Plan

    2. Preparing for Methodology Recommendations [Video Lesson]

    3. Preparing for Methodology Recommendations [Slide Viewer]

    4. Preparing for Methodology Recommendations [Slide File Download]

    5. Successful Projects [Downloadable Job Aid]

    6. Population Considerations [Downloadable Job Aid]

    7. Choosing the Right Methodology [Downloadable Job Aid]

    8. Project Schedule Sample [Downloadable Job Aid]

    9. Project Management Plan Sample [Downloadable Job Aid]

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

    11. Checkpoint B: Case Study Review [Action Required]

    1. Module 3 Lesson Plan

    2. Planning Qualitative Projects [Video Lesson]

    3. Planning Qualitative Projects [Slide Viewer]

    4. Planning Qualitative Projects [Slide File Download]

    5. Specifying Market Research Objectives [Downloadable Job Aid]

    6. Sample Data Analysis Plan [Downloadable Job Aid]

    7. Sampling Plan: Example B [Downloadable Job Aid]

    8. Qualitative Research Specifications: Mode & Quantity [Downloadable Job Aid]

    9. Checkpoint C: Online or In-Person Focus Groups [Action Required]

    1. Module 4 Lesson Plan

    2. Planning Quantitative Projects [Video Lesson]

    3. Planning Quantitative Projects [Slide Viewer]

    4. Planning Quantitative Projects [Slide File Download]

    1. Module 5 Lesson Plan

    2. Ensuring Market Research Success [Video Lesson]

    3. Ensuring Market Research Success [Slide Viewer]

    4. Ensuring Market Research Success [Slide File Download]

    5. Packaging Research Results: Deliverables [Downloadable Job Aid]

    6. Checkpoint D: Common Myths [Action Required]

About this course

  • 45 lessons
  • 2 hours of video content

Course Overview

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 confidently make informed market research decisions.

This market research training 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 key language and concepts used when designing, managing, and analyzing market research
  • Know how to select and specify qualitative methods & project parameters
  • Know how to select and specify quantitative methods & project parameters
  • Recognize common market research myths

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

Watch the preview below.

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!

Ready to Rock?

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