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

Objective

This introductory 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 organising, analysing and presenting findings.

By the end of the course, delegates should have a clear understanding of:

what market research is, and why we do it
the various approaches and scope of market research
the basic principles of qualitative research
the basic principles of quantitative research
analysis and interpretation of findings
the role of market research in client organisations and its role in business decisions
presenting research findings

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

2 February 2010
29 April 2010
14 July 2010
22 September 2010

Venue: 15 Northburgh Street, London EC1V 0JR

Course convenors

Gavin Mulholland
Becky Williams

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 an NLP practitioner, having studied under the founder, Dr. Richard Bandler. He is also the trainer of Britain's premier Heavyweight Cage Fighting Champion, Neil 'Goliath' Grove.

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.

“Very good course, makes me want to do more specialised courses.”

Clare Hughes, Epson Europe
Market Research – A Cook’s Tour, 5 March 2009

“Absolutely fantastic, I feel really educated about market research and I will feel more comfortable in my role going forward.”

Claire Banbury, VisitScotland
Market Research – A Cook’s Tour, 5 March 2009

“All three speakers were of great quality. Mrs Clarke made a very enjoyable, easy going and useful session. Thank you!”

Mei Maris, UNICEF
Market Research – A Cook’s Tour, 5 March 2009