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Course Overview Good market research is a powerful tool that can be used to provide actionable information to develop an organisation and deliver competitive advantage. It can reduce risks and allow planning with greater confidence. Poor research is, at best, a waste and at worst, can result in wrong decisions and expensive mistakes. This course covers the different uses of market research and looks at how to plan and execute a research programme. Its purpose is to provide clear guidance on where to look for information and how to commission market research. It describes and explains many of the qualitative and quantitative techniques available and how these should be used. Audience Those responsible for commissioning or undertaking market research. This course uses examples from consumer goods and services, business to business, public and not for profit sectors. Skills Gained - Understand when and why research may be needed
- Find out how to fill the information gaps using internal resources or published research
- Learn how to use and commission qualitative and quantitativeresearch
- Improve understanding of the market and competitors
- Identify and explore opportunities
- Test new products, services and communication
- Measure attitudes and performance
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