Marketing Research

Objectives: At the end of this training program, participants will have a working knowledge of marketing research, specifically:

• When to use marketing research and when not

• How to get usable and valid research

• Methods for matching risk reduction to budget

• Practice creating a research plan and conducting marketing research

Who should attend: managers using or buying marketing research

Duration: Two-day instructor-led classroom program with two hours of pre-work

Program Format: Highly interactive with participation required by all. Individuals will learn from each other and the instructor, as well as from readings, case assignments, individual exercises, and team work. The focus will be on absorbing and practicing the marketing research approach and language.

Topics:

• What marketing research can tell you

• Primary and secondary sources

• Methods of collecting primary research and standards of precision

• Writing the marketing research brief

• Questionnaire design, avoiding bias

• Qualitative research

• How to evaluate marketing research