Research for non-research specialists

Course Title: Research for non-research specialists

This one-day course will provide non-researchers with the basic skills to understand market research, make sound decisions when evaluating research proposals and brief their research or advertising agency. The training course does not have a statistical approach but rather focuses on the practicalities of market research.

Who should attend?

This training course is aimed at non-researchers who do not have the necessary background of market research but need the knowledge during their business activities

Workshop Outline

Where does market research fit into strategic management? Why market research? When is market research appropriate?

Entering new markets
Existing markets

Secondary vs Primary Research Qualitative vs Quantitative Research Considerations influencing survey methods Choosing a Research method

Traditional methodologies vs new techniques
Advantages and limitations of the various methods

The significance of sample size Choosing a research supplier

Knowledgeable (etablished versus start-up)
Price
Size
Reputation and Credibility
How important is previous research experience in your field?
Build a long-term relationship with your market research supplier
Creative yet practical
Unique service

Briefing a research agency

Company background
Background to the problem
Research objectives
Methodological preferences
Reporting expectations
Timing
Budget consierations

Evaluating proposals