Course Overview
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Course Timings:
Registration will be at 07.30 on the first day of the course. Course sessions will start promptly at 08.00 and end at 14.30. There will be two short breaks for refreshments and lunch will be served at the end of each day’s sessions.
Course Overview
This course is designed by a research professional to overcome these problems and to enable marketers to buy and use marketing research more professionally, resulting in them putting their marketing strategies and tactics on a firmer foundation of fact.
Course Methodology
This course is highly participative and involves seminars, exercises, workshop-style discussions, videos, ‘buzz group’ exercises and syndicate exercises. The course will end with syndicate presentations.
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Important Note: To ensure this course focuses on your needs as closely as possible, we will be asking you to complete a pre-course questionnaire which we will send you when you register. |
Why Conduct Marketing Research
Exercise: The power of marketing research to achieve corporate objectives
The Theory Of Research
What We Research
Overview Of Marketing Research Processes And Techniques
Exercise: Applying the day’s learning to the course case study
Qualitative Research
The Tools
The Process
Exercise: Applying the lessons on qualitative data to the course case study
Obtaining And Assessing Secondary Data
Questionnaire Design
Selecting And Briefing Your Agency
Exercise: Applying what you have learnt to the course case study
Making The Most Of Research Results So That They Are Actionable
Quantitative Research
The Tools
Exercise: Applying what you have learnt to the course case study
Discussion With Guest Speaker
Sampling
The Laws Of Sampling
Discussion With Guest Speaker
Exercise: Interpret these new trends and suggest strategies to benefit from them
Course Wrap Up