Coming To You In June 2017
Are you a college student, manager or entrepreneur ?
If you struggle to make a decision about your products and services, Marketing Research will assist you to proceed with right decisions.
The marketing research process will identify your possible weaknesses and hidden strengths which will facilitate to better and deeper market penetration, customer satisfaction, customer loyalty, and reputation. Through Marketing Research, you will reach your business objectives and increase your company’s revenues.
College students enrolled in this course will acquire the proper skills advancing their careers in the discipline of Marketing Research.
Completing this course will enable you to design and structure your own Marketing Research tailor-made to your specific needs.
Acquainting yourself with Marketing Research, this course will allow you to plan, design, construct & execute a marketing research in just six weeks.
In this period, you will be able to align a number of research elements to solve various marketing problems. You will be able to proceed with better decision making dealing with many marketing problems.
This course will focus on gathering and analyzing collected data to forecast a number of marketing activities precisely.
Problem formulation, procedures of research techniques and applications of tools will be introduced to facilitate better decision making towards marketing problems. Particular attention will be drawn to methods and criteria for identifying & selecting markets. These valuable techniques are useful to marketing managers & business owners; that’s why they will be introduced.
The entire course is built from the point of a practitioner/business owner/manager exercising marketing research to achieve further market penetration & an increase in revenues for the company.
To familiarize yourself with research material, writing and presentation styles, and the procedures, protocols & processes of applied research.
- Source and critically evaluate data/information from a range of sources;
- Evaluate the different methodological approaches, methods, and techniques that are available for marketing researching specific projects;
- Evaluate different methods of interpreting and presenting qualitative data;
- Evaluate different methods of collecting quantitative data, including sampling issues, survey types, and questionnaire design and implementation;
- Understand the connection between research question, survey instrument, and descriptive analysis
- Evaluate issues of access, ethics, validity, and reliability in research;
- Justify an appropriate methodology
- Identify and critically assess a range of qualitative and quantitative research methods;
- Effectively evaluate research methods in relation to different research contexts and requirements;
- Critically evaluate digital and printed bibliographic resources;
- Evaluate contradicting findings in the literature review and identify flaws in the methodologies of published research;
- Detect and assess appropriate theoretical frameworks relating to the research objectives;
- Critically assess & evaluate secondary data and discover gaps in knowledge.
- The purpose of marketing research across a range of applications
- The marketing research process
- Choose the research approach and research strategy
- Development and articulation of marketing research question
- Critically reviewing data /literature from a range of available published sources
- Understanding, evaluating and justifying methods and techniques for collecting data from secondary and primary sources including documents, surveys, questionnaires, observation, various types of interview, oral history, protective techniques
- Identifying your research population and selection of samples.
- Questionnaire design and implementation
- Using secondary sources to generate primary data.
- Collecting primary data through observation.
- Collecting primary data using semi-structures and in-depth interviews.
- Collecting primary data using questionnaires.
- Analyzing quantitative and qualitative data with statistical software.
- Discuss the use of Basic descriptive statistics.
- Analysing quantitative data using SPSS
- Understanding access, ethical, validity and reliability issues;
- Approaches to analyzing & interpreting qualitative data including thematic, narrative, content and semiotic analysis.