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Marketing Research for Entrepreneurs

Marketing professionals rely on clearly defined objectives to determine a 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 this three-part course, 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 steps of research to a marketing situation.

Six steps in the market research process
• Identify the problem or objective.
• Develop your research strategy.
• Gather data and information.
• Analyze data and information.
• Present findings.
• Act on your findings.

Following the final class, students will be encouraged to schedule a one-on-one consulting session with the instructor, Kris Hefley, to review their personal research and analysis.

Important Dates

Thursday, January 25, February 1, and February 8
3 - 4 PM | Virtual/Online Course


Contact Christopher Goetz at


Course Fee: $99

Key Course Takeaways:

• Define objectives 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.

What You Will Learn:

• Understand the different marketing research methodologies.
• Learn the benefits and trade-offs of the different methodologies,
• Understand when and how you should be applying different methodologies,
• Apply a framework to guide you through your market research project,
• Learn about qualitative methods such as interviews, focus groups and ethnography,
• Learn about quantitative methods such as surveys and social media monitoring,
• Acquire essential project management skills to effectively manage your research,
• Learn how to use generative AI tools to aid and augment your work.

Course Outline:

Session #1:
• Nature and Characteristics of Market Research
• Planning for Market Research/Determining Objectives of Research.
• Secondary Research (DPS Librarian)

Session #2:
• Qualitative Research
• Customer Visits
• Focus Groups
• Interview Design
• Qualitative sampling and analysis

Session #3:
• Quantitative Research
• Survey Design
• Questionnaire Design
• Experimentation
• Sampling
• Data Analysis

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