Get a strategic and structured view of quantitative and qualitative market research. Develop analytical skills and interpretation of the results of market information, as well as the tools necessary for you to be able to identify the objective or problem of an investigation, make the most appropriate design and research technique for a problem or specific approach of marketing Applies the results of an investigation into the proper development of a brand, in addition to an appropriate strategy of promotion, distribution and point of sale.

Benefits of the program

  • You will identify the most appropriate techniques for market research.
  • You will know the research tools of quantitative and qualitative markets.
  • You will develop knowledge of the impact that information can have on decision making.
  • You will know its application in brand, distribution and point of sale.

Addressed to

Professionals who are related in the area of ​​marketing or related careers who wish to know the techniques of market research, as well as identify the appropriate tools for an investigation; marketing managers, product development managers and advertising managers and product managers, responsible for marketing research, and anyone directly or indirectly linked to the marketing area.

Content of the program

The Diploma in Market Research consists of seven modules, which total 112 hours of study in total.

Module 1. Introduction to Marketing (16 hours)

  • Basic concepts of marketing
  • Elements of the environment: macro and micro factors
  • The 4 "P"
  • Positioning
  • Strategic planning and matrices
  • SWOT Analysis
  • Market Segmentation
  • Market concepts: share of market, top of mind, GRPs and TRPs, spot, brand, insights
  • Sales concepts: market participation, market potential and market estimation

Module 2. Consumer Behavior (16 hours)

  • Basic concepts of consumer behavior
  • Research about the consumer
  • Consumer motivation
  • Personality and consumer behavior
  • Consumer perception
  • Consumer learning
  • Training and change in consumer attitudes
  • Intercultural behavior: an international perspective

Module 3. Introduction to Market Research (16 hours)

  • The evolution of market research in Mexico: the AMAI
  • Certification and standardization programs for market research: the ESIMM standard
  • The code of ethics in market research
  • Primary and secondary sources in market research
  • The market environment and trends in market research
  • Socioeconomic levels (NSE)
  • The market research process
  • The role of market research in marketing decision making
  • Market research and competitive intelligence
  • Definition of the problem in market research and development of the approach

Module 4. Qualitative Market Research (16 hours)

  • The conditions and when to design qualitative research studies
  • Language and body communication
  • Design of qualitative research
  • Techniques and tools
  • Types of study: exploratory or conclusive, descriptive or cause-effect
  • Preparation of the topic guides: different scenarios
  • The role of the qualitative analyst
  • The interpretation of qualitative data
  • The design and elaboration of results presentation files

Module 5. Quantitative Market Research (16 hours)

  • The requirements and when to use quantitative research: the potential and the limits
  • The general and specific objectives: the ad hoc verbs
  • Design of a quantitative research
  • Types of study: exploratory or conclusive, descriptive or cause-effect
  • Preparation of the questionnaires
  • The definition of the target market: the element and the sampling unit
  • The size of the sample: the level of confidence, the margin of error and the size of the target population
  • Methods of estimating population size
  • The distribution of the sample
  • The execution of fieldwork: probabilistic sampling
  • The execution of fieldwork: non-probabilistic sampling
  • The code book: the statistical package SPSS
  • Descriptive statistics and inferential statistics
  • Hypothesis tests to detect significant differences
  • Hypothesis tests to detect association
  • The combined results: the selection of cases, the segments, the conditions of use, among others.
  • Statistical analysis with two or three variables
  • The interpretation of quantitative data
  • The design and elaboration of results presentation files
  • The integral marketing mix (360 °)

Module 6. Market and Brand Research (16 hours)

  • Brand definition
  • The value of a brand
  • Brand identity
  • Brand reputation
  • External communication of the brand
  • Strategic brand management

Module 7. Interpretation and Application of Market Research Results (16 hours)

  • Identification of insights
  • Opportunities identification
  • Construction of strategies
  • Definition of action plans
  • Launch of products or brands
  • Redesign of products or brands
  • Launch of campaigns (advertising, policies, BTL and digital)
  • Launch or redesign of retail concepts
  • Activation of materials or exhibitions at the point of sale
  • Measurement of performance (the return to research)
Program taught in:
  • Spanish

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Last updated October 24, 2018
This course is Campus based
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112 hours
44,700 MXN
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