The development of e-learning systems serving as instructors in the marketing research field for new entrepreneurs is an alternative that allows a better use of resources, a broader knowledge of the market, and a creative activity support in the discovery of new potential niche markets. Thus, the purpose of this paper is to improve the entrepreneur's learning process of market research strategies by using the MAS learning environment so-called MaREMAS. The methodologies MAS-CommonKADS and GAIA are integrated with AUML diagrams for system designing. The paper further describes the tasks, architecture and communication model of MaREMAS. In addition, main steps that support entrepreneur's market research learning process are detailed. To validate these aspects a case study in the motorcycle industry is shown. The paper finally concludes with a comparison performed between the learning processes achieved through MaREMAS environment and the traditional learning approach. © Springer-Verlag Berlin Heidelberg 2013.