Understanding and using market research

This one-day course is suitable for anyone in a marketing role who requires an understanding of market research principles and techniques. It helps staff in marketing departments that commission research to provide better briefs to their research agencies. It will also help those who carry out their own research by giving them a thorough grounding in research theory and techniques.

Course content

Session one: the basics

• What is market research?
• What can market research achieve?
• Qualitative versus quantitative research. What are they? When do you use each?

Session two: introducing research methods

• Introducing qualitative research techniques, including the use of focus groups and depth interviews.
• Introducing quantitative research techniques, including the use of surveys and mystery shopping.

Session three: implementing research methods

• Designing a programme of focus groups.
• Creating a discussion guide for focus groups.
• The role of the moderator at focus groups.
• Projective techniques for focus groups and one-to-one interviews.
• Survey techniques, including which to choose (postal, online, telephone, face-to-face).

Session four: the relevance and value of research findings

• How large does your sample have to be?
• Where do you find your sample?
• Sources of bias: how to recognise them and minimise the effect they have.
• Quota surveys versus random sample surveys.
• Questionnaire design.

Session five: summary and objectives setting

In the final session, attendees discuss with the presenter and each other how they might apply their learning to upcoming research activity. In particular, attendees identify what they will do differently the next time they commission or carry out research.

Course delivery

The sessions will be interactive, combining presentation and discussion to ensure that topics of relevance to your organisation are delivered. There are also several group exercises to give attendees opportunities to use the techniques, for example by creating research questionnaires that can be assessed by the group and the presenter.