Marketing and PR

Marketing Research

This marketing research course explains how research supports better marketing decisions. It takes learners from defining a business problem and setting research objectives to preparing a research plan, selecting data sources and methods, collecting information, analyzing findings, and using the results to make a decision.

What You Will Learn:

- What marketing research is and how it differs from market research.
- How to define the research problem.
- How to establish clear research objectives.
- How to develop a structured research plan.
- How data sources, research approaches, instruments, sampling, and contact methods fit together.
- How to collect and organize relevant information.
- How to analyze findings before making a marketing decision.

This course is suitable for marketing students, junior marketers, business owners, and anyone interested in understanding how research is conducted. It is especially useful for learners who want a clear first step into marketing research and a more systematic way to gather evidence before making marketing decisions.

Introduction to Marketing Research

3 minutes 42 seconds
Marketing Research Process

8 minutes 25 seconds
Step1: Define the Problem and Research Objectives

14 minutes 23 seconds
Step2: Develop the Research Plan "Data Sources"

4 minutes 12 seconds
Step2: Develop the Research Plan "Research Approach"

9 minutes 44 seconds
Step2: Develop the Research Plan "Research Instruments"

5 minutes 44 seconds
Step2: Develop the Research Plan "Sampling Plan and Contact Methods"

11 minutes 53 seconds
Step3: Collect the Information

5 minutes 34 seconds
Step4: Analyze the Information

4 minutes 18 seconds
Step5: Represent the Findings and Take a Decision

5 minutes 2 seconds

Meet your instructor

Abeer Elleithy

Mai is a Counseling Psychologist and Psychotherapist with a master's degree in Counseling Psychology from The American University in Cairo (2019) and is pursuing a doctorate in Existential Psychotherapy in London. She is also an adjunct psychology professor at The American University in Cairo.

Mai works with adults and families on various psychological issues using an integrative therapeutic approach that includes psychodynamic, emotionally focused, existential, and cognitive-behavioral therapies. She has a special interest in workplace-related stress, creating tailored programs for organizations such as UNICEF Egypt, Vodafone Egypt, and Amazon.

Mai has received several awards, including the HUSS Award and the IFAH Award, for her contributions to mental health. In 2022, she was honored with the Outstanding Leadership Award in healthcare by the Health 2.0 Conference and was recently nominated for the International Visitor Leadership Award by the US Department of State for her work in youth mental health.

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