Market Research and Analysis
04-11-2024 - 08-11-2024 | 3300 | دبي |
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This course provides a comprehensive introduction to marketing research, and discusses key concepts, processes, and techniques, as well as their applications. Students gain an appreciation for the breadth and depth of the subject and its significance for a business enterprise, whether a start-up or an established company. Besides an overview of marketing research, the course covers research design, including qualitative and quantitative data, and quantitative methods used for analyzing research data to make decisions.
Upon completion of the course, participants will be able to:
Any marketer seeking to improve their organization’s market and economic performance including those with specific market research or competitor intelligence responsibilities.
Marketing and Marketing Research Overview
Marketing fundamentals and how they affect business success
The role of marketing research as an information aid that guides decision making
Steps in the marketing research process
Identifying the business issue
Defining the research scope and developing research hypotheses
Custom research vs. syndicated services
Three types of research design: exploratory, descriptive and causal
Primary vs. secondary research techniques and when to use each
Advantages and disadvantages of various data collection methods:
Key elements of marketing research proposals
Practical applications of marketing research
Sampling Process and Sample Plans
Reasons for sampling
Sampling methods:
Specialized sampling techniques: disproportionate, double sampling and validation
Types of error in consumer sampling
Steps in developing a sample design plan
"Rep" consumer samples
Methods for determining sample size
Practical considerations in establishing sample size
Sources of consumer samples for various research techniques
Focus Groups
Key benefits of focus groups and when to use them
Disadvantages of focus groups
Online focus groups vs. traditional focus groups
Focus group selection criteria
Creating effective focus group discussion guides
Focus group moderators:
Focus group analysis
Questionnaire Design
Steps in the questionnaire design process
Major differences between mail, phone and Internet questionnaires
Question design:
Questionnaire organization and question sequencing
Question formats and considerations in selecting the appropriate one
Levels of measurement scales and why they're important
Scaled response attitudinal measurement techniques
Considerations in selecting the types of questions to use
Types of bias and how they can be avoided
Designing effective Internet survey instruments
Data Analysis and Communicating Research Results
Stages of data processing
Major elements of a tabulation plan
Preparing data for tabulation
o Developing master code lists for open-ended responses
o Methods used for missing responses
o Direction of percentaging: vertical vs. horizontal
Weighting and sample balancing considerations and techniques
Summarizing research results:
o Frequency distributions, percentages
o Measures of central tendency: mean, median, mode
o Measures of dispersion: range, variance, standard deviation
o Indices
Statistical inference
o Directional and non-directional hypothesis testing
o Z test for the differences between two means and proportions
Tips on ways to effectively communicate research findings:
o Presenting facts and offering actionable recommendations
A variety of methodologies will be used during the course that includes:
· (30%) Based on Case Studies
· (30%) Techniques
· (30%) Role Play
· (10%) Concepts
· Pre-test and Post-test
· Variety of Learning Methods
· Lectures
· Case Studies and Self Questionaires
· Group Work
· Discussion
· Presentation
This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.
Daily Course Timings:
08:00 - 08:20 Morning Coffee / Tea
08:20 - 10:00 First Session
10:00 - 10:20 Coffee / Tea / Snacks
10:20 - 12:20 Second Session
12:20 - 13:30 Lunch Break & Prayer Break
13:30 - 15:00 Last Session