About this Course

The market place is becoming increasingly competitive. The understanding of the ever changing market environment and customer requirements is crucial for the survival of organisations and businesses.

Market research provides organisations and businesses with an effective and efficient way to continuously stay in touch with market place changes and customers' perceptions, behaviours and needs. This is crucial in ensuring that organisations and business stay relevant and competitive in the market.

This 2-day course will enable participants to gain a deeper understanding of the nature and role of market research. More specifically, participants will acquire the knowledge and skills to meet their organisations' research needs. Using a hands-on approach, participants will be involved in the market research process through the development of a research problem and designing appropriate research methodologies to answer their research needs.

Learning Outcomes:

• Gain an appreciation of the nature and role of market research for organisations
  
• Develop an understanding of the importance of market research and identify with its benefits
  
• Recognise the different types of frequently used research methodologies
  
• Identify appropriate research methods for different research needs and requirements
  
• Understand the various steps of the research process
  
• Acquire the necessary skills to develop questionnaires, implement fieldwork, generate data and analyse findings
  

Course Outline:

Understanding the various types of market research

• Market research defined
  
• Types of research methodologies (Quantitative vs. Qualitative)
  
• The pros and cons of different research methodologies
  

Committing to the benefits of market research

• Roles of market research and the various methodologies
  
• Importance and benefits of market research
  
• Identify the appropriate research methodologies based on the varying research needs of an organisation
  

Implementing a market research project

• Market research process explained (Problem Definition; Research Design & Method; Data Collection; Data Preparation & Generation; Data Analysis; Report Preparation)
  
• Problem definition explained – Constructing clear and usable research problem and objectives
  
• Research sampling methods explained
  

          – Types of sampling methods (covering randomised and non-randomised sampling)

          – Identify the most suitable sampling method and calculating required sample sizes

• Questionnaire development explained
  

          – Techniques for question construction (covering question content; question wording; question structure)

          – Open-ended, close-ended, multiple choice, dichotomous, scale; questionnaire format

          – Appreciate the issues to good questionnaire development through hands-on development

• Conducting fieldwork explained
  

          – Strategies to securing interviews

          – The do's and don'ts of asking questions

          – Acquire the expertise to conduct fieldwork through an understanding of issues fieldworkers experience

• Data entry, generation and interpretation explained
  

          – Acquire skills for data coding, data entry and data generation in excel

          – Acquire knowledge for interpreting and analysing data collected (covering central tendency and frequency distribution)

Who Will Benefit?

Anyone who is involved in the commission or implementation of market research projects for their organisation.

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