Who should attend?
This training course is aimed at non-researchers who do not have the necessary background of market research but need the knowledge during their business activities.
Workshop Outline:
Where does market research fit into strategic management?
Why market research?
When is market research appropriate?
- Entering new markets
- Existing markets
Secondary vs. Primary Research
Qualitative vs. Quantitative Research
Considerations influencing survey methods
Choosing a Research method
- Traditional methodologies vs. new techniques
- Advantages and limitations of the various methods
The significance of sample size
Choosing a research supplier
- Knowledgeable (established versus start-up)
- Price
- Size
- Reputation and Credibility
- How important is previous research experience in your field?
- Build a long-term relationship with your market research supplier
- Creative yet practical
- Unique service
Briefing a research agency
- Company background
- Background to the problem
- Research objectives
- Methodological preferences
- Reporting expectations
- Timing
- Budget considerations