Market Research Training
Marketing Research Training- Marketing Research Training Course Certification
Marketing Research
Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research. Market research deals specifically with the gathering of information about a market's size and trends. Marketing research covers a wider range of activities. While it may involve market research, marketing research is a more general systematic process that can be applied to a variety of marketing problems.
Managers need information in order to introduce products and services that create value in the mind of the customers. But the perception of value is a subjective one, and what customers’ value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deducted from common knowledge. Rather, data must be collected and analyzed. The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions.
The objective of the programme is to simplify various aspects of the marketing research. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. The given marketing research programme provide information on nature and scope of marketing research, types of research designs, processing of data and analysis.
The programme covers some of the key aspects of marketing research; both conceptual and application. The information revolves around some of the key topics like:
- The Research Process
- Processing of Data and Analysis
- Attitude Measurement
- Segmenting the Market
- Product Research
- Advertising Research
- Sales Analysis and Forecasting
- Applications of Market Research in India
Candidates typically complete these programs at a study centre in a short time frame (2-5 days for most programs) but have access to the learning material over the Internet for a longer period to allow them to revisit the program again before taking the online exam.
Opinion & Marketing Research Industry
- Marketing - The act or process of buying and selling in a market; or the commercial functions involved in transferring goods from producer to consumer.
- Opinion - A view, judgment or appraisal formed in the mind about a particular matter; a generally held view; or a belief stronger than an impression and not as strong as positive knowledge.
- Research - A scholarly or scientific inquiry or investigation; or to study thoroughly so as to present in a detailed and accurate manner
There are two basic types of research:
- Quantitative Marketing Research- Research used to statistically estimate the view points of a population providing estimates of percentages or averages. This research usually employs large samples and takes small amounts of a respondent’s time. Telephone, mail, intercept, door-to-door, Internet or Web surveys, central location tests, mystery shopping and in-home use studies are all used in quantitative research.
- Qualitative Marketing Research - Research that yields an in-depth understanding about an issue. Qualitative research typically focuses on a small number of people. Since these people are interviewed in-depth, interviews tend to be longer and are often unstructured. An outline of discussion points, rather than a questionnaire is often used. This type of research also tends to be conducted in person, either in focus groups or one-on-one interviews, although the Internet is a growing medium.
Marketing Research Core Body of Knowledge
The Marketing Research Core Body of Knowledge represents the fundamental principles and essential skills that compose the marketing research process. BSSRO was created in response to educational needs expressed by the marketing research community.
- Marketing Basics and Its Interface with Research
- Planning the Research Process
- Research Design
- Sampling
- Data Collection Methods
- Measurement Instruments
- Data Collection Skills
- Data Analysis
- Communicating Research Results
- Research Management
- Web Survey Research and Data Delivery Methods
- International Research
Companies Involved in Marketing and Opinion Research
The marketing and opinion research profession has many different types of companies, as well as consultants, involved in the day-to-day activities of the research process. These include:
The End User/Research Initiator/Research Buyer
The end user/research initiator are manufacturers, retailers, service providers, politicians and other private or public concerns that require information in order to make knowledgeable marketing and business decisions. Virtually every industry is a potential end user of research. Examples include: telecommunications, pharmaceuticals, food, computers, insurance, banking and government.
Sample Titles/Positions Available:
- Director of Marketing
- Director of Marketing Research
- Brand Manager
- Marketing Research Analyst
- Research Manager Full Service Research Company
Full service research companies specialize in the design, implementation, data collection, data processing and analysis of the information and recommendations to the end user. Full service research companies can provide qualitative and/or quantitative research to their clients.