The Professional Researcher Certification (PRC) exam tests a candidate's knowledge of current marketing research practices and understanding of marketing research issues. The exam is offered in one part consisting of 100 multiple-choice and true/false questions. The PRC exam is a non-disclosed examination, which means that current exam questions and answers will not be published or divulged. Exam topics and/or format are subject to change as approved by the Certification Board.
Only approved applicants may register to take the PRC exam.
To Prepare:
The PRC exam is a self-study exam and does not require a prescribed curriculum. Candidates may choose their own method of preparing for the exam.
The Certification Department does not endorse or sponsor any review courses for the PRC Certification exam.
Below are the suggested resources for the exam review.
Research Domains:
- Malhotra, Naresh K., Marketing Research: An Applied Orientation. 4th or 5th Edition
Exam questions are based on topic areas directly related to the skills and knowledge required for a specific category.
| Research Domains: 90% |
| Analysis Skills and Techniques |
| Cross Cultural (Naitonal/International) Research |
| Data Preparation/Tabbing |
| Problem ID/Resolution |
| Qualitative Techniques |
| Quantitative Techniques |
| Questionnaire Design |
| Sampling/Incidence |
| Secondary Research |
| Report Writing |
| Research Design |
Domain Definitions:
Research Domains
Analysis Skills & Techniques
Understanding and applying the skills required to decipher, examine and interpret words and numbers when summarizing and analyzing data.
Cross Cultural
Understanding the legal, environmental and language factors when planning and conducting marketing research of different countries and cultural units.
Data Preparation/Tabbing
Understanding and applying the quality control elements in the data processing phase which may include inspecting questionnaires, editing data, handling incomplete or inconsistent responses, coding, transcribing and data cleaning.
Understanding the process of using statistical and mathematical tools to summarize the data into meaningful findings.
Problem ID/Resolution
Understanding the role problem identification plays in the marketing research process to include:
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Defining the marketing research problem and applying the components so that the research can be designed and conducted properly.
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Recognizing, diagnosing and formulating solutions when a project goes off track.
Qualitative Techniques
Understanding and applying unstructured exploratory research methodologies based on small samples intended to provide insight and understanding of the problem setting which may include focus groups, depth interviews, ethnography and projective techniques.
Quantitative Techniques
Understanding and applying structured descriptive research methodologies based on large samples designed to provide findings that can be analyzed using statistical tools and projected to a larger population of interest.
Questionnaire Design
Understanding the design of a data collection tool and applying the components which may include interviewing method, question structure, wording and order, and testing of questionnaire validity.
Report Writing
Understanding the process of report preparation and applying the components which may include structure, appearance, objectivity, visual aids and succinctness.
Research Design
Understanding and applying a framework for conducting a marketing research project which may include problem definition; development of an approach and methodology; fieldwork; data preparation and analysis; and report preparation and presentation.
Sampling Incidence
Understanding the process of selecting a subgroup of a population for participation in a study and applying the components which may include defining the target, determining sample frame, selecting sample technique, determining sample size and execution.
Secondary Research
Understanding the process and applying the techniques when using data that was previously collected for some purpose other than the research problem at hand.