Module 1: What is market research and why does it matter?

In Module 1, students will learn how to:

1. Define the purpose of market research, emphasizing its role in comprehending consumer behaviour, industry dynamics, and competitor analysis.
2. Explain the ethical principles associated with market research involving human participants, including adherence to guidelines outlined in the TCPS 2 (Tri-Council Policy Statement: Ethical Conduct for Research Involving Humans).
3. Recognize and articulate the significance of privacy and confidentiality in the context of market research data collection.
4. Demonstrate an understanding of how market research contributes to the comprehension of consumer behavior, industry shifts, and competitive analysis.
5. Interpret the ethical principles within the TCPS 2 and grasp their implications for conducting market research involving human participants.
6. Explain the importance of maintaining privacy and confidentiality throughout the process of market research data collection.