Market Research Essentials

Higher Ed Market Research Textbook

Courseware Built for Teaching Research

Market Research Essentials

Prepare Your Students to Compete in the Industry

Understanding how to properly conduct market research is a fundamental part of any marketing strategy. In this course, students will learn the process of conducting market research from start to finish, including how to effectively present and communicate the results. With the need for professionals in market research increasing each year, students will be prepared for the industry as they go through this course.

Market Research Essentials takes an in-depth look at each step in the market research process. Students will get a clear understanding of how to conduct primary and secondary research, how to analyze the data, and much more.

Table of Contents

MRE Chapter Image

Chapter 1 – The Purpose of Market Research

Chapter 2 – Defining the Research Objective

Chapter 3 – Secondary Research

Chapter 4 – Qualitative Primary Research

Chapter 5 – Survey Development

Chapter 6 – Sampling Techniques

Chapter 7 – Survey Distribution

Chapter 8 – Data Analysis

Chapter 9 – Communicating Results

About The Author

Steven Stromp

Steven Stromp

Steven Stromp holds over 20 years of experience in the market research field. He has conducted research for a variety of industries, including healthcare, consumer packaged goods, automotive, and higher education. At Spectrum Health, one of the top five largest health systems in the nation, he was responsible for coordinating patient and staff satisfaction research. There, he also managed research projects focused on branding, communication strategy, and new service line development.

Steven has also worked for an international research consulting firm, where he was responsible for coordinating and managing all phases of research, including designing methodologies, developing survey instruments, conducting secondary research, performing data analyses, and providing strategic recommendations. Clients he served included Kellogg’s, Con Agra, Bush’s Baked Beans, Miller Brewing Company, General Motors, National Heritage Academies, GE, Tropicana, and others.

He is currently the Executive Director of Market Intelligence at Davenport University. In his role, he provides market insights about the higher education landscape to help drive strategic decision making. His insights are used to develop new instructional programs as well as review current programming. He also teaches courses in marketing foundations, businesses research, and marketing research.

Holding a bachelor’s degree in communications and an MBA in strategic management, he is also a member of the Association for Institutional Research.

Steven Stromp

Steven Stromp

Steven Stromp holds over 20 years of experience in the market research field. He has conducted research for a variety of industries, including healthcare, consumer packaged goods, automotive, and higher education. At Spectrum Health, one of the top five largest health systems in the nation, he was responsible for coordinating patient and staff satisfaction research. There, he also managed research projects focused on branding, communication strategy, and new service line development.

Steven has also worked for an international research consulting firm, where he was responsible for coordinating and managing all phases of research, including designing methodologies, developing survey instruments, conducting secondary research, performing data analyses, and providing strategic recommendations. Clients he served included Kellogg’s, Con Agra, Bush’s Baked Beans, Miller Brewing Company, General Motors, National Heritage Academies, GE, Tropicana, and others.

He is currently the Executive Director of Market Intelligence at Davenport University. In his role, he provides market insights about the higher education landscape to help drive strategic decision making. His insights are used to develop new instructional programs as well as review current programming. He also teaches courses in marketing foundations, businesses research, and marketing research.

Holding a bachelor’s degree in communications and an MBA in strategic management, he is also a member of the Association for Institutional Research.