Who should attend
This workshop will be especially useful for managers and executives who are managing or implementing market research projects; whether you are responsible for commissioning research from internal or external providers or are responsible for market research as part of your wider role.
About the course
Market Research acts as the foundation to building a marketing strategy and can be used to support all marketing decisions – from communications campaigns to market planning and strategy. Information-based decision making is about using data and evidence that supports the decision-making process.
In the current climate, the importance of market research to gather feedback, understand the needs and expectations of clients and to monitor trends has become even more important.
Being able to locate sources of data and information and then analyse and present the information to support management decisions are fundamental skills in marketing. This workshop will provide the key skills necessary to plan, undertake and make use of marketing information in an efficient and timely manner for better business decisions.
- The 10 steps of a market research project
- How to write an effective market research brief
- Define your market research objectives
- When to use qualitative and when to use quantitative information
- The uses and limitations of desk research
- Why primary research is sometimes necessary
- Choosing between an online survey, focus groups or other methodologies for fieldwork
- What size of sample will provide robust results?
- What to consider when designing your research questionnaire
- How to analyse your findings into insight to present to others
- Determining your market research budget
A highly experienced marketer and economist, Jean Sutton has worked in market research since graduating in economics from Trinity College Dublin. Her professional career has involved vast market research on a number of projects working for high profile companies such as the Irish Trade Board, Bri...
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.