01403 264898
8 October 2012
PM Society Member Cost: £770
(£924 inc. VAT)
Non-PM Society-Member Cost: £880
(£1056 inc. VAT)
Market Research Essentials
“Market Research Essentials” is a one-day module, that explains in greater detail the different types of market research, introduced in the three-day “Essentials of Marketing” Core Module, and when they are best applied.
Topics covered
- How market research fits into marketing
- Roles of the Marketer & Market Researcher
- Types of research and their uses
- Primary, secondary
- Qualitative, quantitative
- Continuous Research & Measurement
- Sources of information
- Setting objectives and action standards
- The Role of the Research Brief
- The Market Research Plan
Core competencies
- Understand where market research can be effectively applied and knowing when to use it
- Know what the different methodologies employed are to collect data and gain insights
- Be able to prepare a research brief and manage the research process effectively
- Understand the differences between Qualitative and Quantitative Research and know when to implement each
- Understand the benefits of continuous research and know how to cost- effectively access it
Learning outcomes
It would be expected that after attendance at the “Market Research Essentials” Module the delegates would be able to have an understanding of the various types of market research and data sources, and critically know what to implement and when.