This course is designed to provide the participants with a deeper understanding of marketing research and ways research can be used to solve marketing challenges. You will be able to distinguish the differences between quantitative and qualitative research and primary and secondary research. Participants will gain practical hands-on knowledge on how to develop, conduct and evaluate research and on increase analytical skills. Case studies will be used to illustrate the essential concepts and to demonstrate common mistakes and successes in Intelligent Marketing Research design.

Course topics will include:

• Uses of research and examples of successful and failed outcomes
• Research methodologies and processes
• Questionnaire design, development and deployment
• Focus group guide development and execution
• Importance of sampling and statistical measurement
• Commissioning and overseeing research
• Analyzing data and effectively reporting results
• The Research industry

Skills Developed

• Recognize quantitative and qualitative research methods
• Select and evaluate research suppliers
• Determine how results are used
• Design, write and test questionnaire and survey execution
• Conduct focus group and/or personal interview
• Analyze data
• Report actionable results

Knowledge gained:

• Fundamental concepts and techniques for using research as a decision-making tool
• The research industry, how it functions, its code of ethics and its challenges
• Ability to distinguish primary from secondary research and quantitative from qualitative methods
• Learn about surveys, focus groups, observation techniques, and market testing
• Increase understanding of the role of sampling and analysis techniques
• Familiarity with buzzwords and jargon, types of information and measurement scales

Introduce/reinforce competencies:

• Ability to write and speak proficiently
• Oral and written communication
• Critical thinking - analytical tools and use of information

Prerequisite:

Principles of Marketing or permission of the instructor.