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  • Berkeley Global

Marketing Research: Concepts and Techniques

BUS ADM X460.6

40313
Delivery Options Online
Explore the entire cycle of market research, from identifying objectives and planning; choosing methodology; designing questionnaires and focus group guides; collecting, analyzing and interpreting data; and presenting findings. You place special emphasis on using market research to develop and support decision-making processes to minimize risk and direct resource investment. The curriculum does not focus on statistics and numerical analysis, but rather on each of the steps, separately and together, that make up a real-world research process.

Course Outline

Expand or collapse section

Course Objectives

  • Understand the role of market research in product planning and development
  • Identify the central concepts and methods of market research
  • Perform qualitative and quantitative research methods
  • Design and develop a market research plan

How You'll Learn

  • Lectures
  • Class discussions
  • Case studies
  • Projects
  • Presentations

What You'll Learn

  • Research design and implementation
  • Use of Internet technologies
  • Qualitative methods
  • Observational methods
  • Survey methods
  • Questionnaires
  • Attitude measurements
  • Sampling fundamentals
  • Statistical analysis
  • Forecasting
  • New product research
  • Presenting findings

Is This Course Right for Me?
This course is designed for those who are considering a career in  marketing, sales, advertising or related areas, or for those who are already employed in marketing  but need further knowledge to enhance their career opportunities.

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Sections

Section 115

Jun 04 to Aug 06

Type: Live Online

Instructor:

  • Stephan Sorger

Cost: $995.00

See section 115 Details

Type Lecture

Days

W

Time

6:00PM to 9:00PM Pacific Time

Dates

Jun 04, 2025 to Aug 06, 2025

Location

Live Online

Schedule and Location

View Details

Instructional Hours

30.0

Location

Live Online

Delivery Options

Online

Available for Credit

2 semester units

Section Notes

Students will receive access to the course in Canvas on the course start date. Zoom meeting information will be emailed to enrolled students before the first class meeting and posted to the announcements page in Canvas.

Section Materials

  • (Mandatory)

    Additional Materials Provided During the Course

  • (Mandatory)

    Marketing Research

    © 2020 9th edition ISBN ISBN: 978-0134895123

Fall 2025 enrollment opens on June 16!

This course applies to the following programs:

Certificate Program in Marketing

Expand or collapse section

Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • Strategic Brand Management

Learn More About This Program

Notes

Departmental contact: extension-business@berkeley.edu

Instructional Types

Live Online
Live Online courses provide an interactive learning experience with scheduled synchronous online sessions held via Zoom video conferencing (Pacific Time). Learn more about the Live Online format.
Online, Start Anytime
Continuous enrollment course begins when you enroll. You have a minimum of 90 days and a maximum of 180 days to complete the course.
Online, Fixed Date
Enroll in this course by its start date and complete it by its specified end date. There are no live sessions, but plenty of opportunities to collaborate with your classmates and instructor.
Classroom
Take classes in-person at one of our buildings or partner locations.

English Language Proficiency Requirements

All of our courses are taught in English. If English is not your first language, please use the following test scores as guides in order to be successful:

  • TOEFL: 90
  • IELTS Academic Format: 7
  • DAAD: C1
  • TEM-4 or TEM-8: Level 70
  • Duolingo: 125

Note: You do not need to submit test scores.

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Course Fee

Stephan Sorger

Stephan Sorger, DBA, MBA, M.S., PE, Extension Honored Instructor, is a serial marketing executive, instructor and author. He is the vice president of strategic marketing at the consulting firm On Demand Advisors. Previously, he held leadership roles in marketing and product development at companies such as Oracle, 3Com and NASA. Since 2003, he has taught marketing courses at UC Berkeley Extension. He also has developed two textbooks, Marketing Analytics: Strategic Models and Metrics and Marketing Planning: Where Strategy Meets Action. Find sample course materials here.

BUS ADM X460.6 - 115 - Marketing Research: Concepts and Techniques

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