Market Research

Market Research

Course Description

This course introduces the fundamental principles of market research, emphasizing both qualitative and quantitative techniques. Participants will learn how to gather, analyze, and interpret data to support business decisions. The course covers survey design, data collection methods, statistical analysis, and reporting.

Course Objectives

• Understand the role of market research in strategic decision-making.
• Learn to design effective surveys and research studies.
• Develop skills in data collection, analysis, and interpretation.
• Gain proficiency in presenting research findings to inform business strategies.

Course Modules

1. Introduction to Market Research
   • Overview of market research and its importance in business strategy.
   • Differentiating between primary and secondary research.
2. Research Design and Methodology
   • Planning a research project: defining objectives and research questions.
   • Choosing the appropriate research design and methodology.
3. Qualitative Research Methods
   • Techniques for conducting interviews, focus groups, and observational studies.
   • Analyzing qualitative data to uncover patterns and insights.
4. Quantitative Research Methods
   • Survey design: crafting questions, scaling responses, and ensuring validity.
   • Basics of sampling methods and sample size determination.
5. Data Collection Techniques
   • Implementing various data collection methods: online surveys, telephone interviews, and field trials.
   • Ensuring data quality and integrity during collection.
6. Data Analysis and Interpretation
   • Introduction to statistical analysis techniques using software tools.
   • Interpreting data to make meaningful conclusions.
7. Reporting and Presentation
   • Best practices for visualizing data and presenting research findings.
   • Writing comprehensive research reports that guide business decisions.
8. Ethical Considerations in Market Research
   • Understanding ethical issues and the importance of integrity in research.
   • Ensuring compliance with legal and ethical standards.
9. Capstone Project
   • Participants design and conduct a market research project from start to finish.
   • Presentation of findings and recommendations to a panel of experts.

Assessment Methods

• Quizzes and exams to test theoretical knowledge.
• Hands-on projects for practical application of market research techniques.
• Capstone project evaluated by course instructors and peer review.

This course is ideal for marketing professionals, business analysts, and anyone interested in gaining a thorough understanding of market research to enhance their career or business insights.