The marketing research elective gives you a solid understanding of the marketing research process as well as the practical skills to do qualitative and quantitative research. It looks in detail at data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis is on solving marketing problems using marketing research. Extensive case study material offers insights into the problems and practical applications of the research techniques.

Topics covered

  • The nature of marketing research.
  • Planning the research project.
  • Secondary data.
  • Sampling.
  • Surveys.
  • Measurement and scaling.
  • Questionnaires.
  • Qualitative research.
  • Observations and experiments.
  • Quantitative data analysis.
  • Qualitative 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.