What you'll learn:
- Fundamentals of Market Research: Understanding the basics of market research, including its definition, concept, and historical development.
- Market Research Process: Learning about the step-by-step process involved in conducting market research, from defining information needs to report structure
- Market Research Techniques: Exploring various methodologies and data sources used in market research, along with different types and applications.
- Market Research Case Studies: Analyzing real-world case studies to gain practical insights into market research strategies, including company overviews
- Application of Market Research: Understanding how market research is applied in different contexts, including customer segmentation, geo assessment profiling
- Evaluation and Course Correction: Learning how to evaluate market research results, identify areas for course correction, and realize objectives effectively.
- Data Analysis and Interpretation: Developing skills in data analysis, interpretation, and deriving actionable insights from market research findings.
- Strategic Decision Making: Using market research insights to inform strategic decision-making processes within organizations, optimizing marketing strategies
- Ethical Considerations: Understanding the ethical considerations and best practices involved in conducting market research and handling sensitive consumer data
- Practical Application: Engaging in practical exercises, discussions, and assignments to apply theoretical knowledge to real-world scenarios
The course "Comprehensive Market Research" provides students with a thorough understanding of the principles, methods, and applications of market research in contemporary business environments. Through a blend of theoretical knowledge and practical case studies, students will explore the multifaceted aspects of market research, equipping them with the skills necessary to conduct effective research and derive actionable insights to support strategic decision-making. Whether aspiring marketers, business analysts, or entrepreneurs, this course offers valuable insights into the dynamic field of market research, enabling students to make informed decisions and drive business growth.
Section 1: Introduction
In this section, students will be introduced to the course and its objectives, providing an overview of the importance and role of market research in contemporary business practices.
Section 2: Market Research
This section delves into the foundational concepts of market research, including the marketing biosphere, definition, and concept. Students will explore the historical evolution of marketing practice and thought, examining its role, attributes, and various types. Data sources, methodologies, and approaches in market research will also be discussed.
Section 3: Process
Students will learn about the research process, from articulating information needs to defining research objectives, designing methodologies, and planning analysis and reporting structures. Emphasis will be placed on sampling techniques, fieldwork plans, and output matrices.
Section 4: Market Research Case Study #1
Through a detailed case study, students will apply their knowledge of market research to a real-world scenario. They will analyze a company's background, vision, mission, business verticals, and financial performance. The case study will cover strategic objectives, key observations, research strategies, and various analysis frameworks like SWOT and PESTLE.
Section 5: Market Research Case Study #2
Continuing the application of market research principles, students will engage with another comprehensive case study. They will explore the company's product portfolio, financial performance, and market segmentation strategies. The case study will include pre-research ethos, geo assessment profiling, and in-depth market analysis, culminating in evaluation and impact analysis.
Throughout the course, students will develop practical skills in conducting market research, analyzing data, and deriving actionable insights to drive strategic decision-making in business contexts.
