MRIA - 301 - Competitive Intelligence, Mystery Shopping, and Benchmarking

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For how long can I access this course?

You need to pay for the course only once in order to get full access. We guarantee you will have access to all course content for at least 1 year from purchase date, in most cases you will have access indefinitely.

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You can access course materials from a Laptop, iPhone, iPad, Android, Windows Phone and virtually any device with modern Internet browser. Live tutoring is limited to PC, Mac and Linux only at the moment.

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Price is a subject for European Value Added Tax (VAT). If you live outside of EU, you won't have to pay VAT. If you do live in EU, we will automatically calculate correct amount of VAT based on your billing country.


Marketing Research and Intelligence Association (MRIA)

The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management. Members include over 1,800 practitioners, small to large research houses, and the many buyers of research services, such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters of a billion dollars in market research activities annually.


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Welcome to the Marketing Research and Intelligence Association (MRIA) online training course, 'Competitive Intelligence, Mystery Shopping, and Benchmarking'. 

This online training course contains 11 modules that are each followed by a quiz and Final Test. 

In our current economic climate, competitive edge has never been more important for survival. Companies have to maintain and even increase revenues despite shrinking budgets and layoffs.

Whether you need competitive intelligence to counter a competitive threat, benchmark industry leaders to learn about their best practices, arm your sales team with intelligence to win the sale or conduct a mystery shop to identify gaps in your sales and service delivery, this full day, fast paced workshop will provide you with the tools and templates to do so.

With 25 years providing intelligence support to business leaders including Bell Mobility, Canada Post, CIBC, Home Depot, Pepsi, Petro-Canada, Pfizer, Toronto Dominion and Union Gas, the instructor delivers a workshop that is loaded with real life examples and easy to follow.

Major topics covered in this course:

  • Basics - what is CI, applications, best practices, ethics, sources (primary , secondary, internet), gathering intelligence on private companies, planning your first CI study, how to leverage your marketing research skills to maximize your CI output, tips on conducting CI interviews, developing your network of sources, analyzing and interpreting raw data, using financial ratios to pinpoint your competitor's strengths and weaknesses, reconstructing competitive sales messages, producing actionable CI reports, conducting accuracy checks, incorporating templates to streamline your efforts, predicting competitor threats, war gaming and developing strategies to counter these threats
  • Managing Your CI Program - developing your CI plan, tips for setting up your CI program, pros and cons of CI software, recruiting colleagues to collect CI, do's and don'ts of outsourcing CI, managing your client's needs, defensive CI (eliminating information leaks within your own company and preventing competitors from gathering intelligence on your own company), putting together a CI newsletter and evaluating the effectiveness of your CI program
  • Special Applications - mystery shopping, competitor benchmarking, using CI to assess new market opportunities and Marketing CSI

Text Book:

MRIA has adopted one textbook that can be used for this course and for other MRIA courses.

Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal

The text can be accessed online completely free of charge at any time – click here.


There are 11 parts to this course, each of which involves a video to watch followed by a short quiz. The quizzes for each section can be found under 'Tasks'. Following the completion of all videos, students will be required to complete the Final Test. 

There are no due dates for the quizzes or final tests, but it is highly recommended that students watch the relevant videos before any attempts are made. Students will have three (3) chances to pass the quizzes, and two (2) chances to pass the final test. 

Good luck!

Course content

  • Chapter 1

  • Chapter 2

  • Chapter 3

  • Chapter 4

  • Chapter 5

  • Chapter 6

  • Chapter 7

  • Chapter 8

  • Chapter 9

  • Chapter 10

  • Chapter 11

Interested? Enroll to this course right now.

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