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IBSAR MANAGEMENT CONSULTING

MARKETING RESEARCH

This course covers the functions that links the consumer, customer and public to the marketer through
information-information used to identify and define marketing opportunities and problems, generate, refine
and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as
a process. The course will explain that Marketing Research is a well-planned, systematic process which
implies that it needs planning at all the stages. It uses scientific method. It is an objective process as it
attempts to provide accurate authentic information. Marketing Research is sometimes defined as the
application of scientific method in the solution of marketing problems.

Who Should Attend: Sales and Marketing Managers

Course Objectives:

• Marketing Research - Introduction • What is Big Data?
• Limitations of Marketing Research • Big Data and the Power to Predict
• Marketing Research: Step by Step Execution • Attitude Measurement Scales

• Data Collection in Marketing Research • Questionnaire Design
• Qualitative and Quantitative Research - Con- • Statistical Tools and their Usage - Factor Analysis
cept • Conjoint Analysis - Meaning, Usage and its Limita-
• Types of Marketing Research and their Appli- tions
cation • What is Mystery Shopping?

• Focus Groups • Regression Analysis
• Depth Interview • Concept Testing
• Case Study • Brand Health Survey
• Projective Techniques • Importance of Market Research to Organizations in
• Survey Method an Age of Unpredictability
• Techniques of Survey Method

• Observation Method
• Secondary Data

Course Length: 5 days
Language: English; Arabic
Price: $xxxx

Ibsar Management Consulting & Training Phone: +966 54 505 5554 Beirut, Riyadh, Boston Email: nasr@ibsarmc.com
https://carepoint4.wixsite.com/ibsar