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Certificate of Market Research and Analysis


Course Outline and Topics

Course Overview

Market research plays an essential role in the collection of important information and data that drives business decision-making.

The Certificate of Market Research and Analysis is an online professional development program that will give you an understanding of how market research is conducted, how it’s planned, how to identify and evaluate marketing opportunities and interpret market trends and development.

In this online market research course, you will gain the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing the characteristics of possible markets and assessing the viability of changes to operations.

On completion of this course you will feel confident to add value to an organisation’s marketing efforts, pursue further studies in marketing or gain an entry-level role in this exciting industry sector.

Course Structure

Unit 1 - Conduct market research

  • Conduct desk research
  • Gather market information
  • Source quality material
  • Develop research methodology
  • Target market
  • Factor and cluster analysis
  • Data collection
  • Quantitative analysis
  • Recruit respondents
  • Segments
  • Survey tools
  • Confidentiality
  • Assessment and analysis
  • Research reports

Unit 2 - Plan market research

  • Market research
  • Market intelligence system
  • Communications
  • Customer-driven company culture
  • Enterprise activity
  • Best practice
  • Forecasting
  • Sales data
  • Financial data
  • Determine research needs
  • Market segmentation
  • Problem definition
  • Statement inclusion/ structure
  • Potential competitors
  • Customer profiles
  • Products and services
  • Promotions
  • Market research objectives
  • Define objectives
  • Situation analysis
  • Marketing mix
  • Project scoping
  • Project justification
  • Deliverables
  • Success criteria
  • Work breakdown structure (WBS)
  • Completion criteria
  • Constraints
  • Legislations and regulations
  • Staff consultation
  • SWOT analysis
  • SMART objectives
  • Data gathering methods
  • Data sources (primary and secondary)
  • Qualitative information
  • Government statistics
  • Industry trade associations
  • Customer feedback channels
  • Consumer behaviour
  • Mystery shopping
  • Social networking sites
  • Data editing and coding
  • Statistical data
  • Values and scoring
  • Specialist software packages
  • Data processing services
  • Decision on data types
  • Data quality and validity
  • Market research plan
  • Estimate and timelines
  • Budget
  • Plan feasibility
  • Research design
  • Secondary research
  • Cost-benefit assessment
  • Potential research issues
  • Make or buy analysis
  • Budget constraints
  • Plan design and approval
  • Sell the plan

Unit 3 - Identify and evaluate marketing opportunities

  • Marketing opportunities
  • Business needs
  • Business to business marketing
  • Potential new markets
  • Innovative approaches
  • Potential marketing opportunities
  • Knock-out factors
  • Ethical principles
  • Rank marketing opportunities
  • Financial viability
  • External factors
  • Return on investment
  • Changes to current operations
  • Resource requirements
  • Re-tooling
  • New marketing opportunities


Written assignments and exercises, including short-answer questions, reports/essays and projects. There are no examinations or due dates for assessment.


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Payment Information

Certificate Course



  • Professional development that is widely recognised and respected;
  • Improve your employment opportunities;
  • Study online, anywhere via our elearning system;
  • High-quality professional development programs written by industry experts;
  • No entry requirements;
  • All course materials provided online – no textbooks to buy;
  • Unlimited tutor support;
  • Easy to understand course content;
  • Unlimited enrolment with no expiry;
  • Certificate of Attainment/Completion issued for your CV (hard copy provided); and
  • Course may be tax deductible; see your tax advisor.

Career Pathways

Future growth




  • Marketing Assistant
  • Administration Coordinator – Market Research
  • Market Research Internship


  • Best value option
  • Includes unlimited access


  • $150 deposit
  • $25/week
  • No credit checks required