Marketing Research Workshop

Course details

This course focuses on the more technical components of marketing research analysis and reporting. The course covers a number of aspects of qualitative and quantitative market research such as advanced questionnaire design skills, Students gain practical experience with the entire marketing research process through applied assignments.

Course objective :

To develop an awareness and understanding of the various information sources and techniques for gathering and analyzing marketing data that can reduce the uncertainty and increase the profitability of marketing decisions.

Course outcomes

The emphasis in this course is on marketing research as an aid to management decision-making, through a better understanding of the needs of clients and the range of possible applications. 
By the end of the course it is expected that the student will be able to: 

• Display problem analysis skills and an ability to translate a management problem into a feasible research question. 
• Demonstrate a working knowledge of the concepts and methods of marketing research. 
• Recognize with an increased sensitivity the biases and limitations of marketing data. 
• Show an understanding of questionnaire design and sampling theories. 
• Exhibit an understanding of qualitative and quantitative research methods and their application to marketing research.

Course outlines:

• Introduction to Marketing Research and the Research Process 
• Problem Definition and Research Design 
• Data Sources & data collections 
• Qualitative & Quantitative Methods 
• Questionnaire & discussion guide Design (workshop) 
• Measurements, Scaling and Sampling 
• Data Preparation and Analysis Strategy 
• Data Analysis: Hypothesis testing, Frequencies and Cross-tabulation 
• Conclusion & Final business decision 

Ticket covers

• Access to the Marketing Research Workshop 
• Certificate of Attendance from CORE Management Consulting