This one-day course will provide non-researchers with the basic skills to understand market research, make sound decisions when evaluating research proposals and brief their research or advertising agency. The training course does not have a statistical approach but rather focuses on the practicalities of market research.
Who should attend?
This training course is aimed at non-researchers who do not have the necessary background of market research but need the knowledge during their business activities
Where does market research fit into strategic management?
Why market research?
When is market research appropriate?
Entering new markets
Secondary vs. Primary Research
Qualitative vs. Quantitative Research
Considerations influencing survey methods
Choosing a Research method
Traditional methodologies vs. new techniques
Advantages and limitations of the various methods
The significance of sample size
Choosing a research supplier
Knowledgeable (established versus start-up)
Reputation and Credibility
How important is previous research experience in your field?
Build a long-term relationship with your market research supplier