101-Introduction to Marketing Research


Course Category:

  • Core course
  • This course is required for members wishing to take Path 2 to the CMRP designation (CMRE)


Marketing research is a rapidly growing area of expertise that includes the design, collection, analysis and reporting of information that can explain or predict social or corporate challenges. This course examines the basic elements of quantitative and qualitative tools and methods that create insights in terms of understanding consumer behaviour, public opinion attitudes and successful marketing practices. It is expected that students will learn an overview of the essentials that define market research today.

Major topics covered in this course include

  • Role of Marketing Research in Management Decision Making
  • Secondary Data Collection
  • Primary and Secondary Research Designs
  • Qualitative Research
  • Questionnaire Design
  • Basic Sampling Issues
  • Field Methodology and Data Collection Methods
  • Data Analysis
  • Data Interpretation/Presentations and Reports
  • Research Ethics and Standards

Recommended Textbook

MRIA has adopted one textbook that can be used for this course and for 6 other MRIA Core courses:

Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal
This book will form the foundation of seven MRIA Core courses as well as the Comprehensive Marketing Research Exam (CMRE). The text can be accessed online completely free of charge at any time – click here. A printable PDF version is also available for individual chapters as well as for the entire book for a small fee.

Complementary readings will be suggested by the instructors, when required. For those students who have already purchased Malhotra's Marketing Research – An Applied Orientation, be advised that it remains an excellent resource for most of the core modules and to prepare for the CMRE.

Recommended Prerequisites

For the table of Core course prerequisites, please click here.

Suggested Audience

Members seeking CMRP designation Client-Side Researcher Research Supplier    
Little or no exposure Less than 2 years experience   2-8 years experience   8+ years experience

Intended for researchers entering the industry and a good refresher for researchers with less than 5 years of experience.

Online Testing is Active

MRIA has implemented an online test for each Core course.

The test is mandatory for anyone working towards their CMRP designation, or for those who wish to receive a certificate of completion.

All details pertaining to the applicable test will be provided during class. For more information about online tests click here.

Location(s) Course Date(s) Registration
Toronto May 1, 2017 Through the MRIA Portal


  • Course Length: 1 Day
  • Check-in: 8:30 am
  • Classes: 9 am - 5 pm
  • Lunch will be provided
  • For terms and conditions, click here


The venue address will be sent to you as part of your course registration confirmation.

Member Regular* Non-Member Regular* Member Student*

*Plus applicable taxes

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.