Market Research Course

Digital School of Marketing is a member of the IAB.

QCTO

MICT SETA

QLS (Quality License Scheme Accredited)

* Digital School of Marketing is BEE compliant

If you would like to add another must-have skill to your skill set as a marketer, or if you would like to discover how to conduct market research properly, then this Marketing Research Course is for you!

What you will learn:

• Introduction
• Learning
• Assessments
• Results, Support, Certificates, Notes
• Fundamentals of Market Research
• The Relevance of Market Research in a Business Context
• Business Problems and Market Research
• Economic Performance and Business Performance
• Industry Performance
• Category Performance Analysis
• Brand Performance and Brand Diagnosis
• Consumer Behaviour
• The Market Research Process
• Data sources for market research
• Consumers and Consumer Groups
• Consumer Segmentation
• Target Markets
• Drivers of Consumer Behaviour
• Cognitive Biases in Human Behaviour
• Marketing Metrics
• Sales Metrics
• Marketing Effectiveness
• Market Share
• Customer Value, Retention and Perception
• Sourcing and Evaluating Secondary Data
• Evaluating Data
• Business Problems Affecting Secondary Data
• Competitive Analysis
• Porter’s Five Forces of Competitive Position
• Primary Research
• Developing a Research Design
• Research Methodologies
• Sampling in Research
• Select the Sampling Method
• Ethics in Market Research
• Creating a research survey
• Qualitative Research Instruments
• Considerations in Questionnaire Design
• Data Interpretation
• Interpreting Statistical Data
• Interpreting Qualitative Data
• Reporting on Research Findings
• Presenting Data in Research