Market Research - A Cook's Tour
The basic principles, practices and processes

Objective

This course enables you to:

  • understand the basic principles and practices of market research.

Learning outcomes

The whole research process will be covered, from understanding research requirements through to recommending a way forward based on the findings.

By the end of the course, delegates should have an understanding of:

  • market research and its uses
  • different types of research, including desk research, advertising research, continuous research, customer satisfaction research, staff research and new product development (NPD)
  • the scope of market research, clearly differentiating between the role and character of qualitative and quantitative research methodologies
  • the role of market research in client organisations and advertising agencies
  • the role of market research in business decisions
  • the fundamental elements within research practice including:
    • translation of business objectives into research objectives
    • quantitative survey design and questionnaire design
    • qualitative methodology, including the roles of the moderator and the respondent
    • sampling and fieldwork issues
  • analysis and interpretation
  • using research findings to make a difference

Who will benefit?

This course will benefit a wide range of delegates including:

  • researchers from client companies and suppliers at the start of their career
  • research users
  • staff in supporting functions e.g. administrators who require a basic understanding of market research
  • individuals from small businesses or companies who might in the future commission or undertake their own research but do not know where to start.

Price

  • Members £295 + VAT
  • Non-members £445 + VAT

Book now

Research Skills: Introductory

5 March 2008
2 July 2008
28 October 2008

Venue: 15 Northburgh Street, London EC1V 0JR

Course convenors

Ruth Clarke
Becky Williams
Gavin Mulholland

(5 March)
Ruth Clarke is a freelance qualitative researcher. She has over 10 years’ experience gained at HSBC Bank and as an Associate Director at Outlook Research, where she managed a broad range of projects for bluechip clients, in the areas of finance, advertising, publishing, telecoms, utilities and transport.

(2 July)
Becky Williams has been a researcher for just over eight years. Her background is specialised in qualitative research. Becky has worked both on the research agency side and as an advertising planner.

(28 October)
Gavin Mulholland is a Director at Incepta Marketing Intelligence. His work in market research spans over 10 years’ experience in business and consumer research and in both qualitative and quantitative techniques. Gavin began working in commercial research on a consultancy basis while lecturing in Psychology and Statistical Methods at the University of Westminster and in Social Communications at Middlesex University.

Discussion Available as in-company training

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