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Practical Useful Market Research Learn and Conduct a Market Research Project
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This Accelerator Group teaches the necessary skills to design, execute, and analyze a marketing research project from start-to-finish. At the end of the program, you will have a completed marketing research project, with expert oversight. You will also have education in the marketing research process, not only your own direct learning and experience but from being a participant in different research projects for other non-competing companies.
Who Is This Group For?
Since this Group is designed to teach you how to effectively implement a market research project, this Group is right for anyone
who needs to implement a market research project. You can be the only person in your company who does market research (part-time or
full-time), or you can be someone who is newly part of a market research department in a larger company.
What Is This Group Going To Do/Learn?
You will learn how to effectively conduct useful market research. To be a member of this Group you need to have a market research project
in mind. That could be competitive research, market size or scope research, customer attitude research, market perception research,
brand research, to name a few areas others have implemented in this Group.
Apply to participate in this Accelerator Group.
This Group has 10 sessions over 14 weeks.
There is advance preparation prior to Session 1.
Outline
Session 1: Getting up to speed
Overview of your customers, your competitors, and your company. Description of your research question and why it needs to be answered.
Session 2: Filling in the picture
Considering the difference between primary and secondary research. Assessing what can be learned without fielding a company-specific research project.
Session 3: Focusing on what is needed for success
Setting a project goal and finalizing the research question. Many more research projects fail because of answering the wrong question than from getting poor answers.
Session 4: Choosing the research method
Determining how to reach respondents and considering research options. What media is most appropriate? The distinction between quantitative and qualitative research and when each is used.
Session 5: Selecting the sample
Who are going to be your respondents? How do you identify them? Do you incent them? How do you deal with lack of cooperation?
Session 6: Drafting the research vehicle
Constructing a questionnaire or interview outline. When to use directed or open-ended questions.
Session 7: Testing the research plan
Revising any or all parts of the research program based upon actual experience with preliminary subjects.
Session 8: Learning from the field
What issues, observations, and difficulties came as a surprise? What increased or decreased response?
Session 9: Analyzing the results
Practical analysis methods using Excel software will by applied (without the sort of heavy-duty statistical analysis common to college classes on this subject).
Session 10: Drawing Conclusions
How the research project both answers the research question and leads to strategic direction.
Fee
The fee for this Accelerator Group is $1200. Payment is by credit card prior to the first session.
Schedule
The next Group start is planned for early 2008. If you are interested in that Group, please click the link below to apply.
Apply to participate in this Accelerator Group.
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