Fundamentals of Market Research

Those in a marketing function are often expected to take on a market research role without a full understanding of what is expected. This course provides a structured and practical guide to undertaking and/or commissioning market research providing delegates with confidence to assess what is realistic to deliver in response to the myriad of requests received.

The workshop is intended to provide you with the confidence and understanding needed to undertake or to manage market research projects. There will be less time wasted in looking for information that is of limited use and more efficient delivery of information tailored to specific needs. Successful outcomes depend on a clear brief, appropriate methodology and asking the right questions of the right people. This workshop will lead to successful application of market research techniques to assist in management decisions for the organisation. A planned and systematic approach to market research will contribute to the development of the organisation's overall strategy.

This workshop is primarily for those who wish to commission research or are expected to conduct research themselves in-house. This may be a marketing manager, a marketing communications executive, or a recently appointed marketing executive new to market research and needing to understand what market research is all about.

• How to write a clearly defined research brief
• When to use an online survey; whether focus groups would be better suited; could telephone interviews help; are one-to-one interviews what are needed?
• How to search more efficiently for existing published data; what can be found for free or at low cost.
• How to critically evaluate a questionnaire that someone else has designed or how to improve your own.
• How to use the data to support marketing decisions.

The training is intended to be highly participative and will use an example from the delegate’s own organisation to develop a research brief, explore sources of information and consider the optimal methodology. Learning will be supported by reference to real-world examples drawn from both B2B and consumer markets.