Course Overview

The Market Research Course provides learners with a foundational understanding of market research principles and methodologies. Participants will explore qualitative and quantitative research techniques, survey design, data analysis, and insights generation. The course covers essential skills for conducting research, interpreting results, and making data-driven recommendations to support business decisions. By the end of the course, learners will be equipped to perform thorough market research that aligns with business goals and informs strategic initiatives.

 

Prerequisites

A basic understanding of business and marketing concepts is recommended.

Target Audience

This course is ideal for marketing professionals, product managers, business analysts, entrepreneurs, and anyone involved in gathering or interpreting market data. It is also suitable for individuals looking to enter the field of market research.

Course Highlights

  • Learn core market research techniques, including qualitative and quantitative methods.
  • Develop skills in survey design, focus group facilitation, and data analysis.
  • Explore methods for collecting, analysing, and interpreting market data.
  • Gain hands-on experience in reporting and presenting research findings.
  • Ensure alignment of research initiatives with business objectives.

Course Objectives

By the end of this course, learners will be able to:

  • Define and execute a market research plan aligned with business objectives.
  • Conduct both qualitative and quantitative research effectively.
  • Design surveys, conduct interviews, and facilitate focus groups.
  • Use data analysis tools to interpret qualitative and quantitative data.
  • Segment the market and profile consumers for targeted marketing.
  • Convert data into actionable insights for decision-making.
  • Structure and present research reports with visual support.
  • Make data-driven recommendations to support strategic goals.
  • Apply ethical practices in market research.
  • Tailor research methodologies based on specific research questions.

Course Outline

Instructional Methods: Group discussions on market research principles, practical exercises in research design, and case studies on effective market research.

Topics Covered:

  • Overview of market research and its role in business.
  • Types of market research: Primary vs. secondary, qualitative vs. quantitative.
  • Defining research objectives and aligning them with business goals.
  • Planning the research process and selecting the right methodology.
  • Ethical considerations in market research.

Instructional Methods: Hands-on exercises in focus group facilitation, group discussions on interview techniques, and case studies on qualitative research.

Topics Covered:

  • Understanding qualitative research and its applications.
  • Conducting in-depth interviews to gather detailed insights.
  • Facilitating focus groups and managing group dynamics.
  • Observational research to understand consumer behaviour.
  • Analysing qualitative data to identify themes and trends.

Instructional Methods: Practical exercises in survey creation, group discussions on sampling methods, and case studies on quantitative research.

Topics Covered:

  • Overview of quantitative research and its significance.
  • Designing effective surveys and questionnaires.
  • Sampling techniques and determining sample size.
  • Ensuring reliability and validity in quantitative data.
  • Conducting online surveys and managing data collection.

Instructional Methods: Hands-on exercises in data analysis, group discussions on data interpretation, and case studies on analytical techniques.

Topics Covered:

  • Analysing qualitative and quantitative data to extract insights.
  • Using software tools (e.g., Excel, SPSS) for data analysis.
  • Interpreting data to answer research questions and meet objectives.
  • Recognising patterns, trends, and anomalies in data.
  • Converting raw data into actionable insights for business decisions.

Instructional Methods: Practical exercises in segmentation, group discussions on profiling techniques, and case studies on consumer insights.

Topics Covered:

  • Segmenting the market based on demographics, psychographics, and behaviours.
  • Creating customer profiles to enhance targeting strategies.
  • Understanding the role of personas in market research.
  • Mapping consumer journeys and touchpoints.
  • Using segmentation to tailor marketing and product strategies.

Instructional Methods: Group discussions on reporting techniques, practical exercises in data visualisation, and case studies on presenting insights.

Topics Covered:

  • Structuring research reports to convey findings clearly.
  • Creating data visualisations to support insights (charts, graphs).
  • Telling a compelling story with research findings.
  • Presenting recommendations based on research results.
  • Ensuring alignment of research insights with organisational strategy.

Certification

A certificate of completion will be awarded upon successful completion of the course.

Course Fees

$788 $488

Market Research

Transform Your Business Strategy with Comprehensive Research Skills

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