ORGANIZATIONAL DESIGN & STRUCTURING

COURSE OVERVIEW:

Since organizations always want to make informed business decisions with

confidence, this marketing and market analysis course explains how to use
market research to spot business opportunities, interpret consumer
behaviour, draw up informed strategic plans and outperform the competition.
We discuss research methodologies, data analysis and questionnaire design.
We also explore the ethics of market research and show you how to analyse,
visualise and communicate research results..

This course examines the classifications of market research and explains

how to identify research problems to set up the market research process. We
show you how to develop and design a market research approach. We also
trace the relationship between market problems and research design by
distinguishing between exploratory, descriptive and causal research. The
course goes over data analysis techniques and discusses how to deliver
effective presentations of research findings to facilitate analysis and
discussion.

TARGET AUDIENCE:

• Marketers
• Current and aspiring product managers
• Business executives
• Consultants
• Entrepreneurs

COURSE OBJECTIVES:
By end of this course, participant are expected to:

• Discuss the importance of market research in supporting marketing

decision-making

• Identify the factors that in uence the decision to conduct market

research

• Outline the key components of a market research proposal

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 • Discuss the signi cance of problem identi cation in marketing research

• Analyse the key characteristics and advantages of qualitative research

• Recognise the factors that a ect the sample size and accuracy in
quantitative research

• Identify the key components and goals of a questionnaire

• Explain the importance of data validation and quality control

• Summarise the signi cance of the report and presentation as key

components of marketing research

• Discuss the ethical principles of research methodology and the

importance of integrity in market research

COURSE OUTLINES:

• Market Research
- Definition of Market research and analysis
- Inputs of market research

• Market Research process & design

- prepare for a market research process
- Design of a market research process
- Conduction of market research processes

• Research approach and qualitative market research

- different research approaches - comparative study
- Definition of qualitative market research
- Comparison between qualitative Vs quantitative research
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• Qualitative market research, questionnaire and data analysis
- how to prepare a questionnaire
- How data is organized and grouped
- Data analysis process

• Research results and ethics

- ethics of research process and results management

• Marketing research
• Marketing research & market research relation and reflection
• How market research would be useful for Marketing research
• Building up marketing plans based on market and marketing
research