Centre for Continuing Education

Market Research Methods Course

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Learn Marketing Communications the smart way with Marketing Communications courses at CCE, the University of Sydney.

Learn to project manage market and social research projects.

Market research is conducted in support of commercial projects; social research is conducted to gather opinions and thoughts from the general public. This course focuses on the objectives and methodologies of these two areas of research, and how they are applied in the commercial, private and public sectors.


The aim of this course is to introduce participants to managing market and social research. Participants will learn the objectives and methodologies for each research area. Market research will focus on research undertaken within the commercial sector; social research will focus on not-for-profit/ government research.


Upon completion of this course, participants should be able to:

  • identify the difference between market and social research
  • describe the process for managing a research project – from receiving a client brief, creating the study, time management and delivering the project
  • apply research methods and techniques to manage a research project.


This course covers the following topics:

Distinguishing market and social research

  • Commercial research purpose: research for products and services for the purpose of profit
  • Social research purpose: community and policy driven

Research methods

  • Qualitative vs quantitative methods
  • Application of qualitative methods – focus groups and in-depth interviews
  • Application of quantitative methods – surveys (paper, online, CATI)
  • Ethics and legal boundaries


  • Sampling techniques
  • Sampling bias
  • Recruitment of samples


  • Data analysis and data visualisation

Intended Audience

This course is intended to integrate project management with social and market research. This approach is particularly useful for those who are intending to pursue a role, or who are at an early career stage within the social /market research space.

Delivery Style

This is a full day workshop. The first part will focus students on decision making to solve simulated problems on a personal and organisational level. The second part will take participants on a journey of design thinking whereby participants work in groups to create or innovate a concept.


Case studies will be sent to participants prior to the workshop.


  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • Statement of completion