Marketing Research

Marketing Research is the systematic process of collecting, processing and analyzing data to provide necessary information to decision makers. SMstudy’s Marketing Research Certifications confirm a working knowledge of a framework for effectively conducting research that provides critical insights for decisions in all other marketing planning and strategies.

Certification Levels Hierarchy

Marketing Research Fundamentals (SCMS-F)

  • Prerequisite Experience: Nil
  • Prerequisite Education: Nil
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 40 questions
    • 60 minutes
    • Un-proctored exam
  • Total Fee: $ 20

Marketing Research Professional (SCMS-P)

  • Prerequisite Experience: Nil
  • Prerequisite Education: Preferably SMstudy® Certified Marketing Strategy Associate
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 100 questions per exam
    • No negative marks for wrong answers
    • 120 minutes duration
    • Proctored online exam
  • Total Fee: $ 300
  • Discount: 10%

Marketing Research Specialist (SCMS-S)

  • Prerequisite Experience: 3 years of work experience
  • Prerequisite Education: Study of all processes from SMstudy Guide – Marketing Strategy book and 20 mandatory educational hours.
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 140 questions per exam
    • No negative marks for wrong answers
    • 180 minutes duration
    • Proctored online exam
  • Total Fee: $ 450
  • Discount: 10%

Marketing Research Expert (SCMS-E)

  • Prerequisite Experience: 5 years of work experience
  • Prerequisite Education: Study of all processes from SMstudy Guide – Marketing Strategy book, 40 mandatory educational hours and professional recommendation.
  • Online resources: Yes
  • Online exam: Yes
  • Exam Format
    • Multiple choice
    • 180 questions per exam
    • No negative marks for wrong answers
    • 240 minutes duration
    • Proctored online exam
  • Total Fee: $ 600
  • Discount: 10%

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Marketing Research Body of Knowledge

Most Comprehensive Marketing Research Certification Package – Training Course + Online Proctored Exam

1. INTRODUCTION

1.1. How to Use the SMstudy® Guide?

1.1.1. Process-Oriented Approach with Defined Inputs, Tools, and Outputs
1.1.2. Using SMstudy® Guide with SMstudy
1.1.3. Certification Schema for SMstudy® Certifications

1.2. Why Use the SMstudy® Guide?

1.3. Brief History of Marketing Research

1.3.1. Early Models of Sales and Marketing

1.3.2. Conventional Mass Media Marketing

1.3.3. Fragmented New-Age Marketing

1.3.4. Innovative Internet-Enabled Business Models

1.3.5. Sales and Marketing as a Continuum

1.4. Corporate Strategy Overview

1.5. Aspects of Sales and Marketing

1.6. Levels of Sales and Marketing Strategy

1.7. Marketing Strategy Overview

1.8. Marketing Research Overview

1.8.1. Define Research Problem and Choose Research Design

1.8.2. Data Collection

1.8.3. Data Processing and Data Analysis

1.8.4. Data Interpretation and Reporting

2. DEFINE RESEARCH PROBLEM AND CHOOSE RESEARCH DESIGN

2.1. Define Research Problem

2.1.1. Inputs

2.1.1.1. Management Problem*

2.1.1.2. Existing Marketing Strategy

2.1.1.3. Corporate Strategy*

2.1.1.4. Senior Management Direction and Insights

2.1.2. Tools

2.1.2.1. Use Cases

2.1.2.2. Fishbone

2.1.2.3. 2×2 (Two-by-Two) Matrices

2.1.2.4. Meetings and Discussions*

2.1.2.5. Situation Analysis*

2.1.2.6. Symptomatic Situation Analysis

2.1.3. Outputs

2.1.3.1. Research Problem and Objectives*

2.2. Choose Research Design

2.2.1. Inputs

2.2.1.1. Research Problem and Objectives*

2.2.1.2. Senior Management Direction and Insights*

2.2.1.3. Expert Judgement

2.2.1.4. Background Information*

2.2.1.5. Available Information

2.2.2. Tools

2.2.2.1. Meetings and Discussions*

2.2.2.2. Available Information Evaluation

2.2.2.3. Exploratory Research Design*

2.2.2.4. Descriptive Research Design*

2.2.2.5. Causal Research Design*

2.2.3. Outputs

2.2.3.1. Selected Research Design*

3. DATA COLLECTION

3.1. Collect Secondary Data

3.1.1. Inputs

3.1.1.1. Senior Management Direction and Insights

3.1.1.2. Research Problem and Objectives*

3.1.1.3. Selected Research Design*

3.1.2. Tools

3.1.2.1. Meetings and Discussions*

3.1.2.2. Internal Reports*

3.1.2.3. Annual Reports

3.1.2.4. Government Publications*

3.1.2.5. Commercial Sources

3.1.2.6. General Media*

3.1.2.7. Bibliographic Database

3.1.3. Outputs

3.1.3.1. Collected Secondary Data*

3.2. Collect Primary Data

3.2.1. Inputs

3.2.1.1. Research Problem and Objectives*

3.2.1.2. Selected Research Design*

3.2.1.3. Senior Management Direction and

3.2.1.4. Insights

3.2.1.5. Secondary Data*

3.2.1.6. Sampling Design*

3.2.2. Tools

3.2.2.1. Observation Techniques*

3.2.2.2. Experiments*

3.2.2.3. Qualitative Techniques*

3.2.2.4. Quantitative Techniques*

3.2.3. Outputs

3.2.3.1. Collected Primary Data*

4. DATA PROCESSING AND DATA ANALYSIS

4.1. Data Processing

4.1.1. Inputs

4.1.1.1. Primary Data*

4.1.1.2. Secondary Data*

4.1.2. Tools

4.1.2.1. Coding*

4.1.2.2. Data Cleaning*

4.1.2.3. Weighting

4.1.2.4. Variable Re-specification

4.1.2.5. Scale Transformation

4.1.2.6. Tabulation*

4.1.2.7. Computer Processing*

4.1.2.8. Data Mining*

4.1.3. Outputs

4.1.3.1. Processed Data*

4.2. Data Analysis

4.2.1. Inputs

4.2.1.1. Research Problem and Objectives*

4.2.1.2. Data Analysis Objectives*

4.2.1.3. Selected Research Design*

4.2.1.4. Processed Data*

4.2.1.5. Expert Judgment

4.2.2. Tools

4.2.2.1. Statistical Inference*

4.2.2.2. Bivariate Data Analysis

4.2.2.3. Multivariate Data Analysis

4.2.2.4. Statistical Packages*

4.2.3. Outputs

4.2.3.1. Analysed Data*

5. DATA INTERPRETATION AND REPORTING

5.1. Data Interpretation

5.1.1. Inputs

5.1.1.1. Analysed Data*

5.1.1.2. Research Problem and Objectives*

5.1.2. Tools

5.1.2.1. Tables*

5.1.2.2. Charts*

5.1.2.3. Expert Judgement

5.1.3. Outputs

5.1.3.1. Interpretations*

5.2. Reporting

5.2.1. Inputs

5.2.1.1. Interpretations*

5.2.1.2. Research Problem and Objectives*

5.2.1.3. Senior Management Direction and

5.2.1.4. Insights

5.2.2. Tools

5.2.2.1. Oral Reporting

5.2.2.2. Report Writing*

5.2.2.3. Report Format

5.2.2.4. Presentation Software

5.2.3. Outputs

5.2.3.1. Research Report*

5.2.3.2. Recommendations

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