Introduction to business and marketing research

Why Attend

This course, designed, offers an in-depth discussion and practical applications of the core principles and practices of business and marketing research. It covers the importance, objectives, principles, and guidelines for designing and implementing a business or marketing research project. The course will be highly beneficial for current employees, aspiring professionals in the field of business and marketing research, as well as individuals tasked with conducting such research.

Course Objectives

By the end of the course, participants will be able to:

Upon completion of the program, participants will be able to:

• Identify business and marketing research and distinguish between problem-identification and problem-solving research.

• Describe the framework for conducting business and marketing research, including the six steps of the research process.

• Understand the nature and scope of business and marketing research and its role in designing and implementing successful commercial and marketing programs.

• Explain how to make decisions regarding whether to conduct business or marketing research.

• Discuss the industry and types of business and marketing research and the roles of research suppliers, including internal or external providers, full-service or limited-service firms.

• Describe the available careers in the field of business and marketing research, and the backgrounds and skills needed for success.

• Understand the ethical aspects of business and marketing research and the responsibilities of all research stakeholders toward each other and the research project.

Target Audience:

This course offers this course to the following groups:

• Current and prospective employees in business and marketing research.

• Researchers working within institutions, the public service, and non-governmental sectors.

• Managers who use business and marketing research services.