Business and Marketing Research

Course details

Course Description:

This course consists of different modules that provide a detailed exploration and practical applications of the basic principles and practices of business and marketing research. The six modules are as follows:

1. Introduction to Business and Marketing Research
2. Quantitative Research Designs and Sampling
3. Questionnaire Design in Business and Marketing Research
4. Preparing and Analysing Quantitative Data
5. Planning and Conducting Qualitative Research for Business and Marketing Decisions
6. Converting Research Findings into Business and Marketing Insight


How attendees will benefit?

After completion of the programme, delegates will be able to:

•  Module 1

Candidates will be able to understand and apply the general background, definitions, and processes of business and marketing research to their specific business and marketing contexts. The module will enable candidates to develop the knowledge and skills required to plan, undertake and present results from business and marketing research, and to understand and use other information sources in this process. The role of this module is to provide a platform upon which later modules build.
 

• Module 2

This module is aimed at providing participants with the practical guidelines on how to plan for and execute the collecting of quantitative research data. It builds on the exploration of quantitative data gathering techniques in Module 1. Candidates will understand and apply the basic principles and applications of selecting an appropriate research design, design an appropriate sample for the study, and how to do this within the prescripts of the SAMRA Code of Conduct.
 

• Module 3

This module will enable candidates to understand and apply the basic principles and methodologies of data collection instruments for business and marketing research. The module looks specifically at the practical elements of respondent behavior in relation to the nature of the data being collected. The aim is to ensure that candidates clearly recognize the information needs of various research contexts, and to enable them to design appropriate data collection instruments and measurement techniques.
          

• Module 4

This module provides participants with the practical guidelines on how to interpret and report on quantitative research data. It builds on the exploration of quantitative data gathering techniques in Modules 2 and 3. Candidates will understand and apply the basic principles and applications of preparing and analysing quantitative research data for business and marketing decisions.
 
 

• Module 5

This module will enable candidates to understand and apply the basic principles and applications of qualitative research for business and marketing decisions. It will introduce key approaches to qualitative research and a range of techniques for gathering qualitative data. The aim is to enable candidates to evaluate and select appropriate techniques for given research contexts, and to plan for the collection of qualitative data.
 

• Module 6

Candidates will be able to understand and apply the basic principles and practical guidelines of converting research finding into strategic and operational insight. The module is designed to encourage candidates to review research projects from the end user's perspective, and to identify reporting priorities accordingly. It aims to enable candidates to make clear links between the original business problem, research objectives and findings. This will enable candidates to evaluate and select approaches to the reporting and presentation of research findings so that those findings can be made actionable.
 
Course Content:

The programme covers the following topics:

•  Introduction to Business and Marketing Research
•  Quantitative Research Designs and Sampling
•  Questionnaire Design in Business and Marketing Research
•  Preparing and Analysing Quantitative Data
•  Planning and Conducting Qualitative Research for Business and Marketing Decisions
•  Converting Research Findings into Business and Marketing Insight

 
Course Style:

• Lecture or One-to-One training style.
• In house training.
• Group Training.
• Practical Training.

 
Remember:

• We provide this course in any place and at any time suitable for you.

Updated on 13 February, 2018