The figure of the upright, inflexible and authoritarian manager has become obsolete. A new profile has emerged, one that is much more in line with new trends and stands out for being technologically savvy, practising active listening and being self-critical of their work"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique: 

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The Executive development program in Market Research is a tailor-made program for professionals, that is taught in a 100% online format so that they can choose the time and place that best suits their availability, schedules and interests.

A program that takes place over 6 months and is intended to be a unique and stimulating experience that lays the foundation for your success as a manager and entrepreneur. 

What you study is very important. The abilities and skills you acquire are fundamental. You won't find a more complete syllabus than this one, believe us..." 

Syllabus

The Executive development program in Market Research of TECH Global University is an intensive program that prepares you to face challenges and business decisions globally. 

The content of the Executive development program in Market Research is designed to promote the development of management skills that enable more rigorous decision-making in uncertain environments. 

Throughout 900 hours of specialization, students analyze a multitude of practical cases through individual practice and teamwork. It is, therefore, an authentic immersion in real business situations.

This Executive development program in Market Research deals in depth with all financial areas of the company and is designed to help managers understand strategic management from a strategic, international and innovative perspective. 

A plan designed for students, focused on their professional improvement, that also prepares them to achieve excellence in the field of business management and administration. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations in a creative and efficient way.

This program takes place over 6 months, and is divided into 6 modules

Module 1. Introduction to Market Research
Module 2. Qualitative Research Techniques
Module 3. Quantitative Research Techniques 
Module 4. Market Research Production 
Module 5. Internet Analytics and Metrics 
Module 6. Analysis of Results and Market Research Applications 

Where, When and How is it Taught? 

TECH offers the possibility of developing this Executive development program in Market Research completely online. Over the course of 6 months, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time

Module 1. Introduction to Market Research

1.1. Market Research Fundamentals

1.1.1. Concept of Marketing Research and Marketing
1.1.2. Utility of Market Research 
1.1.3. Market Research Ethics

1.2. Applications of Market Research

1.2.1. The Value of Research for Managers 
1.2.2. Factors in the Decision to Investigate the Market 
1.2.3. Main objectives of Market Research 

1.3. Market Research Methods

1.3.1. Exploratory Research: 
1.3.2. Descriptive Research 
1.3.3. Causal Investigations 

1.4. Types of Information

1.4.1. Elaboration: Primary and Secondary 
1.4.2. Qualitative Nature 
1.4.3. Qualitative Nature 

1.5. Organization of Market Research

1.5.1. In-House Market Research Department 
1.5.2. Research Outsourcing 
1.5.3. Decision Factors: Internal vs. External 

1.6. Research Project Management

1.6.1. Market Research as a Process 
1.6.2. Planning Stages in Market Research 
1.6.3. Stages of Market Research Implementation 
1.6.4. Managing a Research Project 

1.7. Desk Studies

1.7.1. Objectives of Desk Studies 
1.7.2. Sources of Secondary Information 
1.7.3. Results of the Desk Studies 

1.8. Field Work

1.8.1. Obtaining Primary Information 
1.8.2. Organization of Information Gathering 
1.8.3. Interviewer Control 

1.9. Online Market Research

1.9.1. Quantitative Research Tools in Online Markets
1.9.2. Dynamic Qualitative Customer Research Tools

1.10. The Market Research Proposal 

1.10.1. Objectives and Methodology 
1.10.2. Completion Deadlines 
1.10.3. Budget

Module 2. Qualitative Research Techniques

2.1. Introduction to Qualitative Research

2.1.1. Objectives of Qualitative Research 
2.1.2. Sources of Qualitative Information 
2.1.3. Characteristics of Qualitative Information 

2.2. Group Dynamics

2.2.1. Concepts and Objectives 
2.2.2. Organization and Implementation 
2.2.3. Group Dynamics Results 

2.3. The In-depth Interview

2.3.1. Concepts and Objectives 
2.3.2. The In-Depth Interview Process 
2.3.3. Application of In-Depth Interviews 

2.4. Projective Techniques

2.4.1. Concepts and Objectives 
2.4.2. Main Projective Techniques 

2.5. Creativity Techniques

2.5.1. Concepts and Objectives 
2.5.2. Intuitive Techniques: Brainstorming 
2.5.3. Formal Techniques: Delphi Method 
2.5.4. Other Creativity Techniques 

2.6. Observation as a Qualitative Technique

2.6.1. Concept and Applications 
2.6.2. Observation Scenarios 
2.6.3. Technical Resources 
2.6.4. Assessment of the Observation 

2.7. Neuromarketing: The Responses of the Brain

2.7.1. Concept and Applications 
2.7.2. Observation Scenarios in Neuromarketing 
2.7.3. Neuromarketing Techniques 

2.8. Pseudo-Purchase

2.8.1. Concept and Applications 
2.8.2. Pseudo-Purchase Scenarios 
2.8.3. Mystery Shopper 

2.9. Digital Qualitative Research

2.9.1. Description and Characteristics
2.9.2. Main Online Qualitative Techniques 

2.10. Application of Qualitative Research

2.10.1. Structure of Qualitative Research Results 
2.10.2. Projection of Qualitative Research Results 
2.10.3. Decision-Making Applications 

Module 3. Quantitative Research Techniques

3.1. Introduction to Quantitative Research 

3.1.1. Quantitative Research Objectives 
3.1.2. Sources of Quantitative Information 
3.1.3. Characteristics of Quantitative Information 

3.2. Personal Survey

3.2.1. Concept and Characteristics
3.2.2. Types of Personal Survey 
3.2.3. Advantages and Disadvantages of the Personal Survey 

3.3. Telephone Survey 

3.3.1. Concept and Characteristics
3.3.2. Types of Personal Survey 
3.3.3. Advantages and Disadvantages of the Personal Survey 

3.4. Self-Administered Survey 

3.4.1. Concept and Characteristics 
3.4.2. Online Survey 
3.4.3. Postal and e-mail surveys 
3.4.4. Survey by Personal Delivery 

3.5. The Omnibus 

3.5.1. Concept and Characteristics 
3.5.2. Omnibus Results 
3.5.3. Types of Omnibus 

3.6. The Panel 

3.6.1. Concept and Characteristics 
3.6.2. Panel Results 
3.6.3. Panel Types 

3.7. Tracking 

3.7.1. Concept and Characteristics 
3.7.2. Tracking Results 
3.7.3. Types of Tracking 

3.8. Observation as a Quantitative Technique 

3.8.1. Concept and Usefulness
3.8.2. Observation Scenarios 
3.8.3. Technical Resources 
3.8.4. Results of Quantitative Observation 

3.9. Experimentation

3.9.1. Concept and Characteristics 
3.9.2. Product Testing 
3.9.3. Market Test 

3.10. Application of Quantitative Research 

3.10.1. Structure of Quantitative Research Results 
3.10.2. Projection of Quantitative Research Results 
3.10.3. Decision-Making Applications 

Module 4. Market Research Production

4.1. The Quantitative Questionnaire

4.1.1. Concept, Functions and Type I: 
4.1.2. Phases of the Questionnaire Design 
4.1.3. Structure of the Questionnaire

4.2. Formulation of Questions 

4.2.1. Types of Questions 
4.2.2. Hierarchization of Questions 
4.2.3. Pre-Test of the Questionnaire 

4.3. Measuring Scales 

4.3.1. Purpose and Types of Scales 
4.3.2. Basic, Comparative and Non-Comparative Scales 
4.3.3. Creation and Evaluation of Scales 
4.3.4. Standardized Scales

4.4. Internet Questionnaire Design 

4.4.1. Characteristics of the Online Questionnaire 
4.4.2. Online Questionnaire Structure 
4.4.3. Main Online Survey Supports

4.5. Scripts and Qualitative Interviews 

4.5.1. Concept and Types
4.5.2. Structure of Scripts and Interviews 
4.5.3. Formulation of Questions

4.6. Sampling 

4.6.1. Sampling Concept and Process 
4.6.2. Quantitative Sampling Methods 
4.6.3. Sample Selection in Qualitative Research 

4.7. Probability Sampling 

4.7.1. Simple Sampling 
4.7.2. Stratified Sampling 
4.7.3. Cluster Sampling 

4.8. Non-Probability Sampling 

4.8.1. Random Route 
4.8.2. Fees 
4.8.3. Availability 
4.8.4. Other Non-Probabilistic Methods 

4.9. Sample size 

4.9.1. Sample Size Determining Factors 
4.9.2. Sample Size Calculation 
4.9.3. Sample Size in Industrial Markets 

4.10. Fieldwork Process 

4.10.1. Interviewer Training 
4.10.2. Coordination of Information Gathering 
4.10.3. Evaluation and Incidents 

Module 5. Internet Analytics and Metrics

5.1. Information Systems for Decision-Making

5.1.1. Business Intelligence
5.1.2. Data Warehouse
5.1.3. Balanced Scorecard (BSC)

5.2. Web Analysis 

5.2.1. The Fundamentals of Web Analytics
5.2.2. Traditional Media vs. Digital Media
5.2.3. The Web Analyst's Basic Methodology

5.3. Google Analytics 

5.3.1. Configuring an Account
5.3.2. Javascript Tracking API
5.3.3. Customized Reports and Segments

5.4. Qualitative Analysis 

5.4.1. Research Techniques Applied in Web Analytics
5.4.2. Customer Journey
5.4.3. Purchase Funnel

5.5. Digital Metrics 

5.5.1. Basic Metrics
5.5.2. Ratios
5.5.3. Setting Objectives and KPIs

5.6. Strategy Analysis Areas 

5.6.1. Web Traffic Acquisition
5.6.2. Activation
5.6.3. Conversion
5.6.4. Loyalty

5.7. Data Science and Big Data 

5.7.1. Business Intelligence
5.7.2. Methodology and Analysis of Large Volumes of Data
5.7.3. Data Extraction, Processing, and Loading

5.8. Web Analytics Tools 

5.8.1. Technological Basis of WA Tool
5.8.2. Logs and Tags
5.8.3. Basic and Ad-hoc Labeling

5.9. Data Visualization 

5.9.1. Viewing and Interpreting Dashboards
5.9.2. Converting Data into a Value
5.9.3. Integrating Sources
5.9.4. Presenting Reports

5.10. Mobile Analytics 

5.10.1. Mobile Measurement and Analysis Methodologies
5.10.2. Mobile Metrics: Main KPIs
5.10.3. Profitability Analysis
5.10.4. Mobile Analytics

Module 6. Analysis of Results and Market Research Applications

6.1. Information Analysis Plan 

6.1.1. Data Preparation 
6.1.2. Stages of the Analysis Plan 
6.1.3. Outline of the Analysis Plan 

6.2. Descriptive Analysis of Information 

6.2.1. Concept of Descriptive Analysis 
6.2.2. Types of Descriptive Analysis 
6.2.3. Statistical Programs in Descriptive Analysis 

6.3. Bivariate Analysis 

6.3.1. Hypothesis Contrast 
6.3.2. Types of Bivariate Analysis 
6.3.3. Statistical Programs in Bivariate Analysis 

6.4. Multivariate Dependency Analysis 

6.4.1. Concept and Characteristics 
6.4.2. Types of Multivariate Dependency Analyses 

6.5. Multivariate Analysis of Interdependence 

6.5.1. Concept and Characteristics 
6.5.2. Types of Multivariate Interdependence Analyses 

6.6. Market Research Findings 

6.6.1. Differentiation of Information Analysis 
6.6.2. Joint Interpretation of Information 
6.6.3. Application of the Conclusions to the Object of the Research 

6.7. Creating a Report 

6.7.1. Concept, Utility and Types 
6.7.2. Structure of the Report 
6.7.3. Editorial Standards 

6.8. International Market Research 

6.8.1. Introduction to International Market Research 
6.8.2. International Market Research Process 
6.8.3. The Importance of Secondary Sources in International Research 

6.9. Feasibility Studies

6.9.1. Obtaining Information on Purchasing Behavior and Motives 
6.9.2. Analysis and Evaluation of the Competitive Offer 
6.9.3. Market Structure and Potential 
6.9.4. Purchase Intention 
6.9.5. Feasibility Results 

6.10. Voting Intention Studies 

6.10.1. Pre-Election Studies 
6.10.2. Exit Polls 
6.10.3. Vote Estimates 

A unique, key, and decisive educational experience to boost your professional development and make the definitive leap"