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 Postgraduate diploma in Introduction and Market Research Techniques is a program designed for business professionals to learn about the environment in which their companies operate and to be able to determine the most appropriate strategies that favor their growth. In order to achieve this, the syllabus has been structured in 3 teaching modules, in which you will find the main tools to analyze customers and competitors.  

Knowing your competitors will allow you to create better customer attraction strategies"  

Syllabus

The Postgraduate diploma in Introduction and Market Research Techniques of TECH Global University aims to provide students with all the knowledge and tools that can be applied in their daily work, in order to analyze in depth the environment in which their companies operate and redirect their own business strategies, production, sales, promotion and advertising, among others, towards the new needs of the consumer.  

In this way, Market Research has become a fundamental part of any business, since it offers a type of information that is vital for the proper progress of the company.  

Throughout 450 hours of study, the students will carry out a multitude of practical cases through individual work, which will provide them with an exhaustive knowledge of all the actions that can be implemented to understand the market in which their company operates, but also to analyze it internally. It is, therefore, an authentic immersion in real business situations.  

This Postgraduate diploma in Introduction and Market Research Techniques is designed to provide students with a superior knowledge, thanks to which they will be able to lead teams in which the use of this type of qualitative and quantitative tools is basic. A curriculum that, in 6 months, will prepare students to face the labor market with the security of a widely experienced professional, and that will also be essential to update the knowledge of all those who, although they have a long professional career in the sector, want to catch up with the main new developments.  

This program takes place over 6 months and is divided into 3 modules:  

Module 1. Introduction to Market Research
Module 2. Qualitative Research Techniques
Module 3. Quantitative Research Techniques

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

Where, when and how is it taught?

TECH offers the possibility of developing this Postgraduate diploma in Introduction and Market Research Techniques 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. Cabinet Studies

1.7.1. Objectives of the Cabinet Studies 
1.7.2. Sources of Secondary Information 
1.7.3. Results of the Cabinet 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 the 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. The 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. Types of Panel 

3.7. The 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

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