Length: Two-days
The goal of this course is to facilitate the marketer’s understanding and use of market research as a means to improve decision making both for risk reduction and opportunity identification. A thorough overview of the marketing research process will highlight its relationship to marketing decision making. You will be exposed to a comprehensive set of market research applications covering strategy, communications, products and services, established, restaged and new.
At the end of this course you will understand:
- The trade-offs between objectivity and involvement inherent to a the market research function and the ways to compensate for these limitations in using market research.
- The scientific method in market research in terms of validity and reliability
- Different types of research design, both qualitative and quantitative
- Different types of data (primary, secondary, custom, syndicated.)
- Market analytics, both simulation and modeling
Who Should Attend
- Product/brand managers
- Marketing/advertising communication directors and managers
- Assistant product and brand managers
- Advertising managers
Key Topics
- Company Organization of Market Research
- The Market Research Process
- Market Analytics
- Market Research Applications
- Communications Research
- Product / Service Research
Instructor
This course is taught by Jim Donius
Upcoming Class Schedule
| Date | Location |
|---|---|
| There are no classes scheduled for this course. | |