Course Overview
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All Levels Marketing Research Training
Market research is a specialized field of the marketing department, wherein research and studies are conducted and data collected to analyze and predict the current and the future trends of the market and consumers’ tastes and preferences. A specialized research team is appointed to find out the potential market for the products and services, what is appealing to the customers, and their reaction towards the products that are already in the market or in the development stage. Studies are conducted as per the age, gender, geographic location, customs, habit or occupation. Market research professionals screen the participant consumers, display the products, lead their group discussions, administer tests, find the reports and analyze results.
Objectives of Market Research
The relevant data and information that is collected through the market research is used by the marketing managers to make marketing and promotional decisions and solve many marketing issues. Marketing research concentrates on customers, the company and its competition. Companies have to understand and react to the requirements of the customers, and what competitors are offering.
How Market research helps managers in making decisions?
Market research helps managers generate more business from the current employees by growing the market share, expanding its product range into new markets, persuade existing customers to buy products and services. In this situation market research can easily explore and study the needs of the customers for the products, and their level of satisfaction.
These are the few high-level business questions that are solved by the market research professionals:
- How can the fall in sales be reversed or achieve an increase in sales?
- How can the profitable targets be achieved?
- How can we satisfy the customers to achieve their loyalty?
- What can be done to improve the offering to the customers in terms of the guarantee, delivery, service support etc?
- How to motivate people to buy the products and services?
- What should be done to trigger the interest of the customers?
What goes on in market research?
Each research project should have a defined aim which should clearly state why the research should take place. And what are the different aspects that need to be carried out through this objective? The objective should be as per the marketing decision that has to be made. There are three broad questions that determine if the research should be taken: If there are any existing research or studies undertaken, what research is required? Can the research be easily undertaken?
As found By David Alan Reid, Richard E. Plank, ”Research is also needed in defining what is meant by a relationship and the level at which it is being viewed. A salesperson can have a relationship with a buyer, for example, and the two companies can said to have a relationship with each other.”
How To Become A Market Research Professional?
Many entry level market professionals like market or survey researcher need a bachelor’s degree in marketing or business administration with subjects in marketing, social sciences, mathematics, psychology or statistics. A doctoral or a master degree is required to advance the career in the managerial position.
Skills required
Besides acquiring strong mathematical or analytical skills, a market researcher or a professional should be a good communicator, have good quantitative skills, knowledge of gathering and analyzing data. Besides, he should be computer savvy and mastery in multiple languages.
Careers in Market Research Training
The market research people have capability and skill to go deep insight into the data and formulate strategies accordingly. The career option for the suitable candidates goes into three fields: supplier or research firms, client-side organizations or through advertising agencies or consulting firms.
Candidates generally enter as a researcher in research supplier or research firms who serves the clients with their research capabilities and strategies. These supplier firms can be small to multi-national companies to specialized firms. The advantage of working in these firms is that candidates can get a lot of experience. A candidate would be working on the different kinds of projects with the different method, processes and survey designs.
Working towards the client side is an attractive proposition, as you can be working directly with brands and can immediately see the impacts of your study and research. Working for the client side ensures stability and strong benefit packages. A candidate can gain specialization in a particular domain and hone his or her skills within the industry and in particular methodologies.
Another career option is with the advertising agency or as a consultant. Working with the agencies entails you to collaborate with the clients on the project to project basis and perform the variety of research. Besides, candidate will get a great exposure working with the different kinds of media.
Marketing research can also prove to be a step to the great marketing career ahead. Researchers can get ample experience and hone their skills to take up brand managers and perform conventional marketing duties.
When you are drafting your career path, it is best to take out some time to make the assessment of what you most value in a job and how you retain a competitive edge in the industry. Specialize in one area of research area to make yourself distinct apart and make sure to continue to increase your knowledge base and skills.
Other career options
- Advertising Manager
He looks after the media campaigns as promotional means for the company’s products and services.
- Public Relations Specialist
A public relation specialist improves and sustains the reputation of the company and deals with the media and stakeholders.
Course objective of Market Research Training
The Market Research training provides the deeper understanding and working knowledge of research methodology fundamentals of marketing. Students will be fluent in different research terminologies and understanding of different research techniques and concepts that are related to the psychology and statistics. Students will also learn creative ways to research including critical thinking in the area of research design and methodological issues. Students will be provided ample time to study and explore real life marketing challenges that organizations have to face using different research methods.
Broadly the course provides training in Marketing research basics, research process, types of research and classification, questionnaire rating and scaling, sampling, Hypothesis testing, field procedures and case studies and findings.
Detailed Course
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Learn the basics of Marketing Research
In the session students are introduced to the basics of marketing research, what are the different types of research, how in different ways research benefits the marketing managers and in the growth of the company, what are the limitations of the research methods, ethics or legalities involved in the research. Also, will be provided knowledge of data warehousing and mining, and how data is collected therein.
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Learn the stages and process involved in Market Research
Students are acquainted with the process of the market research. Different stages are involved in the market research and each stage has its own set of comprehensive requirements and processes through which a market researcher is undertaken.
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What are different types of research and classifications involved?
The research process is classified into different types according to the purpose and goal it intends to meet. It is imperative to understand each type to comprehend the level and importance of the research and collect the data to the satisfaction. Students are also taught different applications of the market research, how the research design is classified, what are the different problems or hurdles that are faced by the students during the research process.
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How To Do Questionnaire Scaling and Rating
A Questionnaire is not a simple question and answer but is a deeper insight into social, culture, economic and psychological nature of customers. Along with it, each question is measured with scales and rating is done. In the session, students are told about different types of scales, how the scales are used by researchers during online surveys and the factors that determine the type of that are used. Students are also taught about how the questionnaire is drafted, the design created, what are different scaling procedures including know-how of flowerpot approach which is a scientific approach that has a logical hierarchical order. Students will also know about supplementary documents that are required during the survey.
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How Sampling is Undertaken?
Sampling is a process of selecting particular units from the total population or number of people which might help in generalizing the result. It is a statistical analysis whereby predetermined observations are made through the large population. The session provides knowledge on the different types of sampling, and how it is done?
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Field procedure
As marketing also requires field work so students have to learn how to design and organize the field work and how to control procedures on the field?
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Hypothesis testing
During market research Hypothesis testing is also done, which is an assumption about a population parameter. This assumption may or may not be true which is generally used by statisticians to decide whether to accept or decline statistical hypotheses. Students are taught the complete process of Hypothesis testing to make sure that there is enough data to conclude that particular evidence and information is true for the population. It finds two opposing hypothesis about a population; the null hypothesis and the alternative hypothesis. And the students are made to learn about these two kinds of hypothesis in detail.
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Case study
Case studies are provided along with the sessions to get the complete practical understanding of the market research. The case studies of leading companies like Nestle and Cadbury is taken with the comprehensive insight into how these companies conducted their research activities.
Frequently Asked Questions
- Are there Good universities or colleges for Marketing research training?
Here is ample of Good universities and institutes which provide specialized course in Market research training. Educba has a certified course in marketing research where candidates will get complete comprehensive training and knowledge of each aspect of the marketing research. The course is divided into ten sessions where both the practical as well as theoretical knowledge is given to the students.
- Who can take the course?
Anybody who wanted to enhance their skills in market research can benefit themselves from the course. Experienced marketing professional will find the course very valuable, while for marketing managers or product managers too can build a strong base in this discipline. After completing the course, a candidate can be recognized by employers and peer groups as proficient and skilled market research professional who have complete knowledge and understanding of the concepts and practices of the market research.
Testimonials
Ruhiana
As a researcher with a marketing firm I was getting hitches while analyzing the data, but when I joined the course at this institute. I learned each and every tit bit of what goes on behind the research process, and I am quite confident I will never go wrong. The course is very well laid and each lesson is explained with examples and comprehensively.
Anirabha Jene
The course of marketing is full of information on marketing research for those who wanted to create their career in this field. Each and every point is explained in detail starting from how questionnaire should be written, how data can be collected, different technologies and how to use these technologies and tools in the particular case or a situation and other aspects. I can assure you once you have completed the course you will gain mastery in marketing research.
| Where do our learners come from? |
| Professionals from around the world have benefited from eduCBA’s Fundamentals of Marketing Research Training Courses. Some of the top places that our learners come from include New York, Dubai, San Francisco, Bay Area, New Jersey, Houston, Seattle, Toronto, London, Berlin, UAE, Chicago, UK, Hong Kong, Singapore, Australia, New Zealand, India, Bangalore, New Delhi, Mumbai, Pune, Kolkata, Hyderabad and Gurgaon among many. |
