Description
Market research techniques are used to guide marketing decisions and reduce risk taking. This training will give you the keys to determining the type of study that meets your needs, implementing it and using the results.
Who is this training for ?
For whom ?
Marketing managers, product managers or anyone involved in the implementation of market research.
Prerequisites
Training objectives
Training program
- Diagnose a need for study
- Situate the study within the marketing approach: issues and objectives.
- Identify the context and the information to be collected.
- Know how to translate marketing objectives into hypotheses.
- Know the constituent elements of the market.
- Identify the most appropriate type of study.
- The overview of the different types of study: documentaries, advertising hoc, subscription studies.
- Structure your brief or specifications: context, objectives, sample, methodology, constraints, budget.
- Practical work Case study.
- Exercise: writing a brief and returning it to the participants.
- Documentary studies
- Identify internal sources: feedback from salespeople, databases, listening to customers.
- Identify external sources: databases, Internet monitoring, existing studies.
- Practical work Tips for finding free information on the Internet.
- Feedback.
- Qualitative studies
- Master the key concepts of a qualitative study: triad, focus group, bulletin boards, observation.
- The types of information to collect.
- The information collection methodologies.
- Developing the interview guide.
- Analyzing the results.
- Case studyr nBased on specifications, identify the best study methodology to implement.
- Defend your choice to the client.
- Quantitative studies
- Information collection methodologies.
- Developing the questionnaire: wording and types of questions, response scales.
- Mastering the rules construction.
- Testing and validation of the questionnaire.
- Coding and use of statistics.
- Sampling: random and non-random methods , strata and quotas, sample size.
- The main techniques for processing the results: flat sorting, cross tables.
- The exploitation and restitution of the results.
- Exercise: Constructing a questionnaire based on a case study.
- Other types of studies
- Manage and develop your satisfaction-loyalty survey tools.
- Handle the specificities: BtoB, on event,
- Understand and measure your reputation and image.
- Test your new product offerings, services and solutions.
- Practical work: Creation or optimization of study systems.