Train together, save more! 10% off individual registration, 20% off for pairs.
×
Log in
Or create your account
You have just added to your selection
Your cart is empty, See our trainings

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

  • Write your specifications based on the different studies
  • Determine sources for literature reviews
  • Mastery of qualitative and quantitative study methodologies
  • Build customer satisfaction studies and test offers
  • Training program

      • 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.
      • 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.
      • 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.
      • 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.
      • 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.
    • 1277
    • 14 h

    Submit your review

    Translated By Google Translate