The title of this course has been changed from ‘Marketing Research’ to ‘Marketing Insights’ to reflect the way new methods of data collection, analysis and synthesis are transforming the efficiency and effectiveness of market research. Please refer to the ‘Version’ section in the online course text to see a full description of changes made to this update.

This course provides a solid understanding of the marketing research process, including the skills necessary to undertake both qualitative and quantitative research to gather insights to inform marketing processes. The emphasis is firmly on the practical application of the discipline, using research to solve real marketing problems.

Topics covered

  • The nature of marketing research.
  • Planning the research project.
  • Secondary data.
  • Sampling.
  • Measurement, scaling and questionnaire design.
  • Qualitative data collection.
  • Quantitative data collection.
  • Qualitative data analysis.
  • Quantitative data analysis
  • Evaluating, reports and presentation.
  • Applied marketing research.
  • Marketing research settings: business-to-business, services and internal marketing.
  • Global marketing research.
  • Marketing decision-support systems.
  • You read on distance and can take the exam at another location in the world.
  • You will receive an international certificate from one of the world's leading universities.
  • You get a solid material.
  • You get strong support through the web.
  • You turn knowledge directly into “business in practice”.
  • You get academic credits and the benefit of the wider international studies (MBA, MSc and DBA).



MBA education has been very stimulating and gave me the tools to apply the knowledge practically in the workplace. The flexibility to learn on distance fits perfectly with a job that involves lots of travelling.

Marie Lobéus, MBA, CFO, Hoist Technology AB


This training has far exceeded my expectations. Hugely inspirational speakers, good material, combined with a demanding level of education means that I can really recommend this MBA.

Henrik Jonsson, MBA Commercial Manager The Phone Hourse AB


More references...

+46 8-544 715 70


Manager and key persons


Level 7 (according to the EU framework)


About 200 hours. You will receive an international certificate from one of the world's leading universities, Heriot-Watt University. 10 ECTS (European Credit Transfer System) Credits.

Entry condition

Bachelor degree or equivalent.


Distance learning starts individually.

  • SEK 13.000 excl VAT.
  • Examination fee is not included.