Marketing Research : Getting Good Data For Good Decisions

To run a successful business, it is essential to have an understanding of customers and market trends. This course demonstrates market research tools and techniques that can be employed by any business manager.

This course qualifies towards the following certificate(s):

  • Sales Leadership
  • Executive Development
  • Marketing Management

Special Features

To develop your skills in market research "how-to's," you will engage in hands-on exercises, research activities and assignments.


Attending this course will enable you to:

  • determine your research objectives and make correct choices on what method to use
  • set up an effective research agenda that specifies what needs to be done, and how/when to go about it
  • design research surveys and other tools quickly and efficiently
  • write research questions and design surveys that answer urgent strategic questions
  • avoid common research pitfalls and errors
  • interpret results to develop in-depth understanding
  • gain real-world skills in market research techniques

Course Content

  • Secondary research: finding, obtaining and using pre-existing sources of data, aligning secondary research with primary (original) research
  • Qualitative research methods: interviewing, focus groups, getting inside the minds of customers
  • Quantitative methods: observing people, surveying, experimental designs
  • Designing reliable research: formulating objectives, choosing the right method, developing a plan, asking the right questions, creating effective questionnaires
  • Sampling sizes and methods
  • Making sense of collected data and putting it to use

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