different types market research methods - QuestiEssaydatesCom

+0 332 548 954

[email protected]

different types market research methods

Follow me:

My Market Research Methods

  • About
    • Privacy Policy
  • Contact

Market Research Methods

An Overview of Market Research Methods


There are several ways to categorize the various market research methods.  The vast majority of techniques fit into one of six categories: (1) secondary research, (2) surveys, (3) focus groups, (4) interviews, (5) observation, or (6) experiments/field trials.

Market Research Methods

Market Research Methods: An Overview

The most basic classification of market research is  primary and secondary research .    Secondary research happens to be the first of six market research methods.  The other five are all different flavors of primary research.

Secondary Market Research
Secondary research is simply the act of seeking out existing research and data.  Secondary data could be US Census data, Twitter comments, journals, and much more.  The best thing about secondary research is that is it often free and it usually can be done quickly.  Your job as a secondary researcher is to find existing data that can be applied to your specific project.  It is possible that you might not be able to find secondary data that is suitable for your research needs.  If that’s the case, you’ll need to conduct your own primary research…and that’s were we’ll find the other five market research methods.

Primary Market Research Method #1 – Surveys
Surveys are perhaps the most widely known and utilized method when it comes to market research.  Surveys come in a wide variety of shapes and sizes, from that little “feedback card” on the table at your favorite restaurant to those never-ending web surveys that make you want to punch your computer.

Surveys make a lot of sense when the following conditions are true:

-You want to measure something objectively (or quantitatively ).

-You have something specific to measure.  In other words, you are beyond the exploratory portion of your research and you now want to test more specific questions.

-You have a relatively large sample to query.

-You have the resources (time and money) to conduct a survey.

Conversely, surveys are not a great research tool when:

-You are still exploring your topic.  In this case, you don’t know the right (specific) questions to ask in a survey.  Instead, you might conduct a focus group to get a better understanding of the topic.  Here is an example: Let’s say you want to make and sell a better mousetrap.  Instead of using a survey to ask people what color they prefer, you might want to hold a focus group with people who have mice problems and ask them open-ended questions about what they value in mouse control devices.  You might hear things like “doesn’t kill mouse,” “easy to set,” “small size,” “price,” “disposable,” etc.  Now that you have explored the topic and discovered these attributes, you can then measure their relative importance with survey devices.

-You don’t have the luxury of time and/or money to run a survey.

-Your available audience is too small (for now, let’s define “too small” very simply as less than 30 people.  If you are curious why I picked the number 30, here is my rationale ).

Surveys can be used effectively for satisfaction research (customers or employee), measuring attitudes, pricing research, fact gathering (e.g. the census), and much much more.  You’ll find surveys administered in all sorts of ways, including snail mail form, web forms, face-to-face (that guy at the mall with the clipboard), over the phone (the guy who calls during dinner), on the sidebar of a blog, and even on mobile devices via text message or otherwise.  Surveys can be self-administered (the respondent reads and answers questions alone) or they can be administered by a person who records your answers.

I could go on and on about surveys, but I’ll save it for now since this is an overview.  You can read more about survey design best practices (e.g. customer satisfaction survey question ideas ), incentive strategies, new market research methods , and more.


survey research technique



Primary Market Research Method #2 – Focus Groups
Focus groups involve getting a group of people together in a room (usually physically, although technology is making virtual, or online focus groups more feasible).  These people fit a target demographic (e.g. “mothers under 40 with an income over $50k”, “college males who play 8 or more hours of video games a week”, etc.) depending on the product or service in question.  Participants are almost always compensated in some way, whether it be a money, coupons, free products, etc.  A moderator will guide the discussion, with a goal of getting participants to discuss the topic among themselves, bouncing thoughts off of one another in a natural group setting.  Professional focus group rooms will have a one-way mirror on one wall, with a team of observers on the other side.  The company or group that commissioned the study can sit-in on the meeting, along with members of the research team who can take notes without disrupting the participants.

Focus groups are excellent for exploratory, qualitative research .  In the “new mouse trap” example, a focus group can reveal all sorts of important mouse trap attributes that might not have been considered otherwise.  Focus groups are great tools to use prior to a survey, because it will inform your survey questions to be more specific and targeted.  Focus groups can also be beneficial after a survey, as a way to dive very deep into a topic that came up in the survey.  For example, an employee satisfaction survey may reveal “cafetaria food” to be a big issue.  A follow up focus group with a handful of employees will allow the employer to understand that issue much better (What is the problem with the food?  Is it the taste, price, healthiness, temperature, something else?).

focus group research

Focus Group


Primary Market Research Method #3 – Interviews
Like focus groups, individual interviews are a qualitative market research method.  To simplify things, think of individual interviews as focus groups with only one participant and one moderator (interviewer).  There is a wide spectrum of interviewing formats, depending on the goal of the interview.  Interviews can be free flowing conversations that are loosely constrained to a general topic of interest, or they might be highly structured, with very specific questions and/or activities (e.g. projective techniques such as word association, fill in the blank, etc.) for the subject.

Like focus groups, interviews are useful for exploratory research.  Use this market research method when you are interested in digging into a specific issue very deeply, searching for customer problems, understanding psychological motivations and underlying perceptions, etc.

Interview - market research method



Primary Market Research Method #4 – Experiments and Field Trials
Experiments and field trials involve scientific testing, where specific variables and hypotheses can be tested.  These tests can be conducted in controlled environments or out in the field (natural settings).  This form of market research is always quantitative in nature.   Experiments and field trials can be a hairy topic with lots of jargon, but here’s a simple example that demonstrates an effective online experiment: In his first presidential campaign, Obama used “A/B testing” to optimize his campaign donation page.  Some website visitors would see one image and others (at random) would see a different image.  The webpage team was able to measure which image was resulting in more donations, and they could quickly decide to use the more favorable image for all users.  By employing this simple market research experiment on which website images performed better, Obama was able to maximize contributions in a major way.  Another example might be a cereal company making two different packaging styles and delivering each one to limited test market stores where their individual sales can be measured.


A B Testing - market research methods

A/B Testing in Action

Primary Market Research Method #5 – Observation
Observational research can come in a different shapes and sizes.  In general, there are two categories: strict observation with no interaction with the subject at all, or observation with some level of intervention/interaction between the researcher and subject.  The greatest benefit of this technique is that researchers can measure actual behavior, as opposed to user-reported behavior.  That’s a big deal, because people will often report one thing on a survey, but behave in another way when the rubber hits the road.  Observational research is a direct reflection of “real life,” so these insights are often very reliable and useful.

There are many examples of observational research.  Here are a few:

Usability testing – Watching a subject use a prototype device is one form of observational research.  Again, this can be done with or without intervention.

Eye Tracking – Let’s say you have come up with a website.  You might ask people to navigate your website, and you will use eye tracking technology to create a “heat map” of where their eyes go on the website.  This information can be used to re-design and optimize the page elements.

Contextual Inquiry – This is a hybrid form of research that involves interviewing subjects as the researcher watches them work or play in their natural environment.

In-Home Observation – Watching a family member go through the morning routine in their home might turn up useful insights into pain-points that need solving.

In-Store Observation – Simply watching shoppers in action is another form of observational research.  What do shoppers notice? How do they go through a store? etc.

Mystery Shoppers – This involves hiring a regular person to go into a store and pretend to be an everyday shopper.  They will then report on aspects of their experience, such as store cleanliness, politeness of staff, etc.  In the case, the mystery shopper is the researcher and the store is the subject being observed.

observational research techniques

Eye Tracking Heat Map: An Example of Observational Research


summary of market research methods

Summary of Market Research Methods


There you have it.  Now you are armed with a basic understanding of the various traditional market research methods!  If you think I am missing any of the core methods, leave a note in the comments.


experiments field trials focus groups interviews observation overview primary research qualitative research quantitative research secondary research surveys

Written by
Market Research Guy

Next Post

You may also like

primary vs secondary market research

Primary vs. Secondary Market Research: What’s the Difference?


3D Virtual Shop Research

quantitative vs qualitative research

Quantitative vs. Qualitative Research: What’s the Difference?

Pepperdine Graziadio School of Business



Learn More Today
Thank You
Complete this form to download a free program brochure. An enrollment adviser will contact you promptly.

Thank you for your interest in the Pepperdine University online MBA program.

Please click here to download your program brochure.

An enrollment advisor will contact you to provide you with the information you have requested.

Understanding the Types of Marketing Research

Understanding the Types of Marketing Research
Facebook twitter google_plus pinterest linkedin mail

Data drives marketing. Understanding consumer engagement, customer retention, and growth optimization through accurate, insightful marketing research drives business. Although much has changed in the move to online enterprise, marketing research is still conducted in the physical and digital world. To understand the impact of marketing data on organizational tactics, it helps to explore the research methods employed to gather this information. There are two fundamental types of marketing research: primary and secondary. While closely related in practice and used for myriad similar qualitative and quantitative purposes, the origin of primary and secondary data is vastly different. The divergence between these two types of marketing research mainly arises from source data.

In primary marketing research, data is gathered from original studies performed by the organization (or an entity hired by the organization). Conducting primary research to test a new concept or gather customer insight is common. Studies typically include focus groups, in-person or phone interviews, and surveys.

Primary Research: Collecting New, Specific Information

Primary marketing research, also known as field research, is the firsthand gathering of new data from primary sources for a specific purpose related to the business conducting the analysis. Large corporations may have their in-house marketing department design and conduct primary research in the field to gather primary source data. However, the majority of primary marketing research is contracted out to third-party marketing agencies that conduct surveys, focus groups, and interviews on the company’s behalf.

Primary marketing research compared to secondary research involves new analysis, designed by a business for specific reasons, and is gathered directly from original data sources. Primary marketing research provides a much higher degree of control over the nature and amount of data collected, often resulting in keen insight companies can use to make smart business decisions. The best primary research results come from a well-defined research plan and can be of immense value, but are also very time-consuming to collect and come with a much higher price point than secondary research.

Primary Marketing Research Methods

Focus Groups

Focus groups, conducted correctly, produce a vast amount of valuable, qualitative primary source data from a specified target audience. Focus groups involve meeting with groups of rigorously selected individuals (most often 5 to 10) in person or virtually to learn their feelings or attitudes toward a specific topic such as a new product or an advertising concept. Trained facilitators guide participants through discussions that are carefully crafted to elicit honest, natural opinions and perspectives. The business or hired marketing research organization conducting the focus group must first establish a target audience for the research and then choose participants who are representative of several segments of this market. The goal is usually to produce a group of representative individuals within this target audience.

Properly conducted focus groups provide rich qualitative primary source data that is unlikely or impossible to collect from surveys or individual interviews that can be used to improve products, enhance services, or guide future initiatives. In a focus group, selected participants are asked specifically designed questions in an open, interactive group setting that often provides greater insight than a one-on-one interview. Face-to-face focus groups are often conducted at focus group facilities with rooms that have one-way glass, allowing company decision-makers to view the focus group discussion without disrupting the participants. This provides the observers additional insight into the responses.

Focus groups are an invaluable primary research tool for marketers and business leaders. These open forum conversations can generate novel ideas, resulting in sophisticated insight into consumer opinion and mentality. In recent years, online focus groups have become prominent with the development of interactive video conferencing technology. Respondents can remotely apply for participation, undergo screening, and participate at a prearranged time via video conference. Conducting focus groups online is more cost effective than in person because the need for a physical testing location is eliminated and time and travel expenses for the participants and facilitator are reduced.


As a method of primary marketing research, interviews can take on a wide variety of forms, but most are simple one-on-one discussions to elicit qualitative source data from the individual rather than a group. Interviews can take place in person, over the phone, or over the Internet. Interviews provide a mix of qualitative and quantitative data from customers depending on the way the questions are crafted.


Surveys are often conducted online, over the phone, or in person and can be used to further investigate the findings of focus groups or individual interview observations. Qualitative findings drawn by the researchers as a result of focus groups or interviews can be tested for accuracy with a much larger sample size within the target market through surveys. To develop well-crafted marketing strategies and business initiatives, the organization must understand if its ideas and determinations are valid across a large segment of its customer base, and surveys are an effective way to accomplish this.

User Groups

Distinct from the in-person focus group for market research, a user group is typically used to gather user experience (UX) data to provide insights for certain web designs. Additionally, user groups tend to be composed of individuals who share similar interest, goals, or concerns rather than a group of people from a larger, more diverse demographic. Furthermore, unlike moderated focus groups, these user groups often meet regularly to discuss their experiences with a particular software or product while researchers take note of their concerns or praise.

Test Markets

A test market is a group of individuals used in primary marketing research to represent a larger target audience. A test market can be understood as a customer microcosm, a manageable sample size for extrapolating reliable consumer data to a larger target group or mass market. This extrapolation is typically feasible because of certain characteristics shared by the test market and larger target audience. However, lack of exposure to mainstream media consumption can also be a driving factor in test market research. An audience that hasn’t been exposed to any particular biases that may have been created by advertising campaigns will provide impartial feedback that can be used to gauge a clearer understanding of consumer response in the mass market.

Secondary Research: Extrapolating Insight from Existing Data

As previously discussed, business entities will conduct primary marketing research to gather specific, highly targeted information. However, secondary research can provide valuable insight much faster at a dramatically lower cost since it is pulled from pre-existing data. Companies can extrapolate data for their own business from research entities collecting industry data.

Sources of Secondary Marketing Research

Competitor Benchmarks

Competitor benchmarks are arguably the most valuable, practical, and widely used source of secondary marketing research data in the world today. At its core, benchmarking measures specific growth metrics or key performance indicators and compares them to other businesses in the industry. Benchmarking is fundamentally a core principle of business.

The process of establishing competitor benchmarks involves measuring similar performance criteria against the success of similar-sized businesses within the same industry, which can be conducted in myriad ways. Businesses can purchase professionally amalgamated financial benchmarking data as their source of information, then compare metrics such as operating costs, sales, and profit margins against a determined industry standard. Fiscal benchmarks can be determined without formally buying any data whatsoever, as many of these figures are public knowledge. A business can examine the finances of similar companies in their field through publications issued by industry association organizations. Competitor benchmarks are very useful, allowing companies to identify ways to reduce cost, increase efficiency, and improve allocation of operational resources.

Sales Data

Since internal sales data is often easily accessible to researchers, it provides an important self-evaluation tool for the organization and market research. Not only can sales data help you assess profitability of an organization’s product or services, but it can also help to segment customers, discover trends, and compare competitive sales data when available. Because sales numbers are already accessible and relevant, it can provide useful data for any future marketing endeavor.

Government Publications and Statistics

There are countless legal publications, government-created data sources, and statistics published by the state that can serve as useful secondary data for business. The United States census can provide precise national demographic data. Patents are filed with the government every day and can act as previews of industry trends and future innovation. Additionally, statistics from organizations like Data.gov, the World Bank, and the Pew Research Center can provide valuable secondary data.

Commercial Data

Internal sales numbers are self-generated, and government publications are publicly accessible, but organizations can also purchase commercial data from established market research corporations like industry leaders Mintel and IBISWorld. These organizations specialize in generating accurate data for secondary market research purposes and offer a wide variety of insight for private use. Commonly known as “ intelligence solutions ,” these data can include precise market demographics, tactical insights related to B2B operations, and industry-specific data that can be used to guide upcoming initiatives.

Secondary marketing research involves organizations using existing source data and can be a great starting point. Businesses often opt for an exploration of less expensive secondary data to form new ideas before exploring primary marketing research options. Organizations commonly choose to utilize primary research methods only after conducting their own secondary research. This means a business can determine what exists before embarking on its exploration into the perspective of customers while working to ensure optimal profits and sustainability.

Learn More

If you’re a working professional who’s ready to develop the critical thinking skills and practical managerial expertise that drive the world’s top companies, the online MBA program from the prestigious Pepperdine University Graziadio School of Business and Management is a great way to get started. Discover a values-centered, collaborative, and experience-driven  online MBA program  designed for working professionals.









Five Career Paths and Job Opportunities for MBA Graduates


Distinguishing Business Analytics and Business Intelligence


How to Promote a Positive Company Culture for Success


Pepperdine Online MBA Graduate Survey Outcome



  1. The Pros and Cons of Cost Leadership Strategies
  2. Understanding Three Key Components of Cash Flow Analysis
  3. Five Career Paths and Job Opportunities for MBA Graduates
  4. The 5 Most Important Time Management Tips for Online MBA Students

More Articles


  1. Inside the Mind of A Successful Manager
  2. The Rise of Online MBA Education
  3. Distinguishing Business Analytics and Business Intelligence
  4. How to Promote a Positive Company Culture for Success

More Infographics


  1. Paris Luxury Brand Management
  2. Community
  3. Business Intensives
  4. Leadership

More Videos


  1. TNT Principle
  2. Big data and innovation webinar
  3. Pepperdine Student Roundtable
  4. E2B Program (Webinar)

More Webinars

Pepperdine Graziadio School of Business
Get Program Details



Pearson Embanet is the online education partner of Pepperdine University. This Privacy Statement discloses how Pearson Embanet collects, uses, and safeguards the personal information you provide to us. We reserve the right to append or modify this Privacy Statement at any time. We ask that you revisit our Privacy Statement to check for updates or changes.

To enhance our site to meet our visitors’ needs, we collect various types of information through cookies and information gathered through the submission forms.


Your browser sends us a variety of information such as IP (Internet Protocol) Address, browser session, SSL encryption, and URL (Uniform Resource Locator). This information lets us know how you’re locating our sites and which pages you’ve visited most often. All of this data is used to improve the navigation of the site and make it more useful for our visitors.


In addition to the information automatically collected by your browser, we also collect information that you voluntarily provide to us when you fill out an information request for one of the programs featured on any of our sites.

This site provides users the opportunity to request information for Pepperdine University’s online MBA program. The submission forms require participants to provide the school with contact information. The contact information provided by the participant is used only by us for phone, mail, and/or e-mail communication about your program of interest or the college/university about which you inquired.


Google Analytics is used to analyze traffic to this site. Google Analytics does not create individual profiles for visitors. Google Analytics is software that provides business insight and marketing trends without compromising the privacy of users on the web.


We do not sell or rent any personal data submitted by visitors to any of our websites to any third parties. We abide by all applicable laws concerning the release of your personal information.

Occasionally, we may use the information that we have collected to send you information about other products and services as well as updates that might interest you. At times we may share this information with our educational partners to forward similar information to you. We respect your wishes. If you tell us you do not want this information used as a basis for further contact then you will not receive any further information.

We will not share personal information with outside parties

We will not share your personal information with anyone else, except as required by law. We may share comprehensive data about our viewers with our affiliates, advertisers, sponsors, institutional partners, and other third parties.



Pepperdine University is accredited by the Western Association of Schools and Colleges (WASC)
AACSB Accredited
The Graziadio School of Business and Management is accredited by the Association to Advance Collegiate Schools of Business (AACSB).

Complaint Resolution





Pearson Online Learning Services

Privacy Statement

Effective Date: June 1, 2018


What is Pearson Online Learning Services?

Pearson Online Learning Services is a division of Pearson Education, Inc. (“Pearson”, “we” or “us”) that partners with Pepperdine University (“Institution”)  to support select online educational programs (“Programs”). Pearson works in collaboration with the Institution to market and promote the Programs to prospective students, and thereafter may work with enrolled students to provide information, services and support.


What does this Privacy Statement cover?

This Privacy Statement explains the way Pearson collects, uses, maintains and discloses information collected through the Programs. This Privacy Statement applies only to Pearson services and Pearson web pages/sites (“Webpages”) related to the Programs, including online contact forms that you may complete to request information about the Programs.  Other websites and programs, including the Institution’s websites linked from Webpages, may have their own privacy policies and practices.


What personal information does Pearson collect through the Programs?  How does Pearson use that personal information?

Information Requests.  If you complete a contact form on a Webpage or otherwise request help or information from us, we will collect personal information so that we can contact and communicate with you, address your requests and provide information and messages to you about Programs that may be available.  This information may include contact information, such as your name, email address and phone number, together with your question or request.

Cell Phone – Text Messaging and Calls. If you provide your cell phone number to us and indicate that we may contact you by phone or text message, we may call you and send you text messages to share information relationed to the Programs and to provide enrollment and educational program support to you. Message, call and data rates of your carrier may apply. You may opt out of receiving these calls and text messages at any time by telling us in a phone call or following the opt-out instructions contained in the text message. You are not required to provide your cell phone number or consent to receiving phone or text messages in order to receive information and support through the Programs.

Enrollment Support. If you contact or work with an enrollment advisor, we may collect personal information so that we can help you explore eligible educational options and apply for enrollment in eligible Programs.  The personal information may include information about your employment history and educational background, such as employers, work experience, schools, areas of study, grades, transcripts and other educational records, together with any information that you may choose to share or that may be requested in the application and enrollment process for eligible Programs.

Educational Program Support.  If you enroll in an eligible Program, we may collect personal information for the purpose of providing Program support services to you.  These support services may include course selection and registration assistance, degree audits and assistance to help you be successful and stay on track to complete a Program.  The personal information may include information about your coursework, grades and other educational records, together with any other personal information that you may choose to share or that may be requested to enable us to provide appropriate support.

Feedback.   Pearson may provide you with the opportunity to respond to surveys and to evaluate and provide feedback on the Programs.  Pearson may use that information to respond to you about your feedback and to address any issues that you may identify.

De-Identified Data.   Pearson may de-identify and aggregate information collected in connection with the Programs and use it to maintain, support and evaluate the efficacy of the Programs; conduct educational research; develop new products and services; and for other purposes.  Unless required to do so by law, Pearson will not attempt to re-identify such de-identified data.


Does Pearson use personal information for marketing purposes?

Pearson may use personal information in order to provide messages and information about eligible educational programs and services that may be available from the Institution, Pearson, or other institutions of higher education.  If you do not want to receive further emails from us, you may unsubscribe at any time by following the opt-out instructions contained in an email from us.


How does Pearson protect personal information?

We use appropriate commercially reasonable data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of personal information.  


Does Pearson share or disclose personal information?

Except as specifically stated in this Privacy Statement, it is our policy not to share or disclose personal information collected through the Programs with third parties other than affiliates of Pearson and other companies and organizations who perform work for or with us under contract and are committed to protect the privacy of personal information in a manner consistent with this Privacy Statement.  These affiliates, companies and organizations may also contact and communicate with you, address your requests and provide information and messages to you, on our behalf, about other educational programs, products, or services that may be available.

We may disclose personal information:  (a) with your consent; (b) to the Institution; (c) to your employer; (d) in response to a subpoena, court order or legal process, to the extent permitted or required by law; (d) as otherwise required or permitted by law; (e) to protect the security and safety of you and other persons, our systems and the data we hold, consistent with applicable law; (f) in connection with a sale, joint venture or other transfer of some or all of our company or its assets; (g) to address actual or suspected fraud or other illegal activities; or (h) in order to enforce the Institution’s Terms of Service or any contract that we or the Institution may have with you.   


Can personal information be accessed or corrected?

You may contact us to request a list of the information we have stored on our system about you by emailing us at [email protected]  To correct or update any information you previously provided to us, please call or email the enrollment advisor you are working with in regards to your Program of interest.


Do Pearson Webpages for the Programs collect additional information or use cookies?  Do they respond to “do not track” signals?

Cookies and Related Technologies.  Our Webpages related to the Programs may use cookies to personalize content, measure traffic patterns, personalize content and control security.  You have a variety of tools to control the use of cookies, web beacons and similar technologies, including browser controls to block and delete cookies.  You may choose to disable or block these technologies, but that may prevent or limit the functionality of the Webpages.

Application and System Logs.  Pearson may automatically collect log data related to interactions with our Webpages in order to ensure availability and security.  This log data may include browser type, type of computer/device and technical information about the means of connection to the Webpages, such as operating system, internet service provider and IP address.  Log data is collected and used to monitor the health of the websites, detect unauthorized access and fraudulent activity, prevent and address security issues and appropriately scale computing resources.

Web Analytics.  Pearson may use third party web analytical services, including Google Analytics and Adobe Analytics, to collect anonymous visitor information. Such information may include IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies and collect IP addresses to gather web trend information. Pearson may use web trend information for system administration, to identify problems and to improve service. For further information about Google Analytics, and for links to Google’s Privacy Policy and an opt-out tool for Google Analytics, go to  http://www.google.com/intl/en/analytics/privacyoverview.html .  For further information about Adobe Analytics, for links to adobe Analytics’ Privacy Policy and opt-out tool for Adobe Analytics, go to  http://www.adobe.com/privacy/analytics.html .

Do Not Track.  Do Not Track (DNT) is a proposed mechanism for allowing website visitors to control the collection of certain usage data. Although there has been research into the development of a standard to support the use of DNT signals, there is no adopted standard to follow. The Webpages do not currently respond to Do Not Track signals.


Is this Privacy Statement subject to change?

This Privacy Statement may be revised from time to time through an updated posting. Pearson will identify the effective date of the revision in the posting. Updates may be made to provide greater clarity or to comply with changes in regulatory requirements. If Pearson reasonably believes the updates involve material changes to the collection, protection, use or disclosure of your personal information, Pearson will endeavor to notify you by email or another appropriate way.  


What is Pearson’s contact information?
To contact us about this Privacy Statement, please email us at [email protected].









Princeton Review Top 18 Best Online MBA Program (2017).

U.S. News and World Report Top 25 Best Online MBA Programs (2017).

Princeton Review has included the Graziadio School of Business and Management among its list of Best Business Schools (2016).

Princeton Review ranks the Graziadio School of Business and Management No. 3 for Greatest Opportunity for Women and No. 8 for Best Green MBA (2016).

Forbes ranks the Graziadio School No. 10 Most Entrepreneurial University (2015).