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
Workshop Outline
Where does market research fit into strategic management?
Why market research?
When is market research appropriate?
- Entering new markets
- Existing 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)
- Price
- Size
- Reputation and Credibility
- How important is previous research experience in your field?
- Build a long-term relationship with your market research supplier
- Creative yet practical
- Unique service
Briefing a research agency
- Company background
- Background to the problem
- Research objectives
- Methodological preferences
- Reporting expectations
- Timing
- Budget considerations
Evaluating proposals