Marketing Research Methods & Measurement

Training Overview: Learn the process and practice of marketing research. Participants will learn the resulting impact of research as it affects and shapes managerial decision-making for organizations. Specifically, we will examine the process of designing and conducting qualitative and quantitative marketing research studies. We will cover specific method-related practices that facilitate unbiased data collection, interpretation of marketing research results, and presentation of such results for use by marketing managers.

Goals:

• Introduction to marketing research.
• Apply marketing research methods.
• Be aware of the process of developing a marketing research brief.
• Obtain factual knowledge including the vocabulary, knowledge, methods and skills used in marketing research.
• Improve your problem solving and decision skills.
• Learn where to find the raw information necessary to do the research.
• Learn how to find and analyze qualitative & quantitative information.

Content:

• Developing a market research plan.
• Apply marketing research methods.
• Market information systems.
• Research designs – reliability and validity.
• Questionnaire design and development.
• Online survey creation.
• Sampling/interviews/focus groups
• Measuring the size of a market (market potential).
• Segmenting the market (demographically).
• Targeting the most valuable segments.

Training Methodology: 50% Theory, 50% Practical

This will be an interactive session, drawing from experience and prompting the participants to engage in discussions and analysis of case studies and the readings (provided by the trainer) as well as role-play activities carried out during the training.