Market Research Introduction
- Do you know your customer wants?
- How do you understand your customers?
Market research links the consumer, customer, and public to the marketer through information. It is a systematic and focused collection of information on customers and markets for analysis and subsequent usage in formulating your marketing strategy. It is critical in finding out what your customers and potential customers need. Market research can be used to determine which group portion of the public will purchase the product/service, based on variable demographics like age, gender, location and income level. The purpose of market research is to help companies make better business decisions
Benefits of attending this course
- Helps you evaluate your success
- Guides your communication with current and potential customers
- Helps you identify opportunities in the marketplace
- Minimizes the risk of doing business
- Uncovers and identifies potential problems
Who should attend?
Marketing Research training is beneficial to market researcher, market research executives, heads, directors and managers of service companies, marketing business managers and brand managers. The training will provide a basic introduction and may be suitable for support staff. Those with no prior experience of market research and those planning to conduct a research for the first time will also find this training beneficial to their interest.
Brief course outline:
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Day 1 (AM) |
What is 5S Introduction
- Course outline & expectations
- Introduction to Marketing Research
The Marketing Research Process
- Define the marketing problem
- Market Research problem &
- Market Research objectives
- Research design
- The research proposal
SWOT Analysis
- Analysis of strength
- Identify your weakness
- What are the opportunities?
- Do you know your threats?
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Day 1 (PM) |
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How to develop a sample questionnaire
- Developing a questionnaire
- Basic sampling issues
- Sampling methods
Demographic Data
Quantitative Research
Test of Independence
- Chi Square
- Establish a trend
- Personal
- Office
- Common areas
- Equipment
Product/Service Flow Line
- 5S Steering Committee
- Activities
- Checklists
- Keeping records
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Day 2 (AM) |
Measurement & Attitude Scales
- Measuring attitudes, behaviors & demographic traits
Data analysis
- Margin of error
- Statistical significance
- Correlation
- Bias
- Frequencies
- Cross Tabulation
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Day 2 (PM) |
Results
- Communicate results
- Interpret findings
- Generate a report
Unique Selling Proposition
- Developing USPs and Benefits
- Sales Tools
Discussion
Conclusion
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