UC Berkeley's: Market Research

for Decision Makers

Companies can succeed or fail based on developing and implementing the right market research to inform critical marketing and product decisions.

The Market Research Program at the UC Berkeley Center for Executive Development is designed to provide Marketing and Product Management Professionals with the latest, most effective market research strategies and tools. Successful and profitable marketing and product development depends on using the right tools to ask and answer the right questions. Regardless of whether research is conducted in-house or outsourced, Marketers and Product Managers need to know how to use market research effectively.

Participants will leave this course knowing:

• Whether, when, and why to conduct research
• What types of marketing questions can be answered best with what types of research
• How to integrate research in the product development process
• How to make the most profitable product, price, promotion, and place decisions
• How to design surveys and interviews for optimal results
• When and how to outsource market research
• How to get others to understand and invest in research

Who Should Attend?

While most courses focus exclusively on the tactical creation of research tools, this course teaches marketers and product managers how and when to use research to make critical decisions. Market Research for Decision Makers targets Marketing and Product Management Professionals who use customer, market, and competitive information to drive critical business decisions. This includes executives involved in: corporate marketing, strategic marketing, product management, product marketing, new product development, customer relationship management, market research, and other marketing functions that need an in-depth understanding of the market.