Description
Effectively managing studies involves making decisions, reducing risks, avoiding preconceptions and being directly operational. This training in marketing studies allows you to know the different off- and on-line methodologies, to develop an effective exchange with research institutes and to direct the results towards marketing action.
Who is this training for ?
For whom ?Recently appointed manager and researcher. Product manager, marketing project manager. Marketing manager whose mission is to order or use study data. Communications Manager.
Prerequisites
Training objectives
Training program
- Studies: a performance accelerator
- The marketing performance - study performance link.
- The contributions of marketing studies.
- Internalize or outsource your study project: the decision criteria.
- Choose and evaluate your study institute carefully.
- Key stages of the project and the brief study Identify and choose the right methodology (quali, quant, panel, datamining, etc.).
- Translate your marketing problem into a study objective.
- Succeed in your study brief: standard structure, key principles, examples.
- Take advantage of each methodology
- Master the basic principles of qualitative studies.
- Organize the quantitative study project (preparation, collection, analysis, use).
- Strengths and limitations of the studies on line.
- Online study tools (platforms, examples of use).
- Integrate good practices
- Sampling methods.
- Adapt the questioning method according to the objectives.
- Write an effective questionnaire (rules and examples).
- The editor's checklist.
- Promote the results Qualitative analysis methods.
- Make the figures speak effectively.
- Typical structure of the study report and writing principles.
- Adapt the presentation to the objectives and audiences.
