Introduction to Business and Marketing Research

Course details

Course Description:

This course provides detailed discussion and practical applications of the basic principles and practices of business and marketing research. The importance, objectives, and principles or guidelines for designing and implementing a business or marketing research project are described.

This course will be extremely useful for current and aspiring business and marketing research practitioners as well as for persons who are clients commissioning such research.

 
How attendees will benefit?

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

•    define business and marketing research and distinguish between problem identification and problem-solving research;
•   describe a framework for conducting business and marketing research as well as the six steps of the business and marketing research process;
•   understand the nature and scope of business and marketing research and its role in designing and implementing successful business and marketing programmes;
•   explain how the decision to conduct business or marketing research is made;
•   discuss the business and marketing research industry and types and roles of research suppliers, including internal and external, full-service, and limited-service suppliers;
•   describe careers available in business and marketing research and the backgrounds and skills needed to succeed in them; and
•   gain an understanding of the ethical aspects of business and marketing research and the responsibilities each of the research stakeholders have to themselves, each other, and the research project.

 
Course Content:

The programme covers the following topics:

•   Definition of business and marketing research
•   A Classification of business and marketing research
•   The business and marketing research process:

      Step 1: Problem Definition
      Step 2: Development of an approach to the problem
      Step 3: Research design formulation
      Step 4: Fieldwork or data collection
      Step 5: Data preparation and analysis
      Step 6: Report preparation and presentation

•   The role of business and marketing research in strategic decision making
•   Business and marketing research and competitive intelligence
•   The decision to conduct business or marketing research
•   The business and marketing research industry
•   Selecting a research supplier
•   Careers in business and marketing research

 
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