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 £305 + VAT
  • Non-members £455 + VAT

Book now

Research Skills: Introductory

5 March 2009
2 July 2009
27 October 2009

Venue: 15 Northburgh Street, London EC1V 0JR

Course convenors

Gavin Mulholland
Becky Williams - 2 July

Gavin is a Director at Illuminas with over 15 years experience in the industry.  An holistic researcher, he works across both business and consumer markets, using qual and quant techniques as the project requires. He is a member of MRS, the International Association of Hypno-Analysts (IAHA), and is a NLP practitioner, having studied under the founder, Dr. Richard Bandler.

Gavin’s commercial research started on a consultancy basis while lecturing in Psychology and also Social Communications at the Universities of Westminster and Middlesex respectively.

Becky Williams is a qualitative research specialist with 11 years experience.  Becky has always worked on the research agency side and is passionate about the research process, methodologies and loves meeting people from all walks of life. A brief stint as an advertising planner, at Ogilvy and Mather, kindled a particular interest in communications and advertising.

She set up Skyrocket in 2002 and in the past 7 years has enjoyed hugely varied projects ranging from; ‘conducting groups aboard a cruise ship with over 50s’ to ‘collecting Vox Pops at a music festival to explore reactions to sponsorship’.

She has run the Cooks Tour for the MRS for the past 5 years and looks forward to sharing her passion for qualitative methodologies with delegates.

Discussion Available as in-company training

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