Marketing Research & Information

DURATION:
10 hours
ID:
SM013

Location

UAE, Jordan Online Training

Categories

Sales & Marketing

Overview

Those in a marketing role are often expected to take responsibility for market research without a clear specification of what is involved. This course provides a structured and practical guide to undertaking a research project in-house or commissioning an outside agency. Participants will gain confidence in assessing what is realistic to deliver and understand the options in terms of how information needs can best be met.

Market research offers a systematic way of understanding customer needs and identifying how best to align the organization with the expectations of the target customer base. This workshop will lead to successful application of market research techniques to assist in management decisions for the organization. A planned and systematic approach to market research will contribute to the development of the organization’s overall strategy.

Who should attend?

This workshop is primarily for those who wish to commission research or are now expected to conduct research themselves in-house. This may be a marketing manager, a business analyst, a marketing communications executive, or a recently appointed marketing executive new to market research and needing to understand what market research is all about.

Objectives

By the end of this training program, participants should:

  • Understand the 10 steps of a market research project.
  • Write an effective research brief.
  • Undertake desk research to uncover existing information.
  • Manage your relationship with external agencies.
  • Choose between alternative methodologies.
  • Select and evaluate an appropriate sample.
  • Construct an effective questionnaire.
  • Analyze the data outputs.
  • Draw conclusions and make recommendations.

Outline

  • Research specification – writing a research brief.
  • Desk research – sources of information online/offline.
  • Methodologies to consider – face to face interviews, focus groups, telephone interviews, self-complete questionnaires, omnibus surveys, panels etc.
  • Sampling techniques.
  • Questionnaire design.
  • Data analysis.
  • Drawing conclusions from research.

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