Marketing Research

Market research is defined as the process of evaluating the feasibility of a new product or service, through research conducted directly with potential consumers. This method allows organizations or businesses to discover their target market, collect and document opinions and make informed decisions.

Market research can be conducted directly by organizations or companies or can be outsourced to agencies which have expertise in this process.

The process of market research can be done through deploying surveys, interacting with a group of people also known as sample, conducting interviews and other similar processes.


Duration: 3 days
Mode: Classroom / Online
Deliverables: CourseWare Hard/ Soft Copies

Course Contents

Introduction 
Nature and scope of Marketing Research 
Marketing Research and Marketing decision making 
Scientific method 

Research designs – Exploratory, descriptive and conclusive 
Secondary and Primary Data Collection Methods 
Questionnaire Construction Procedure
Sampling Techniques 
Exercises/Case Studies

Sample Size Determination per survey
Application of Marketing Research: Motivation Research 
Advertising Research 
Product Research

Models of Consumer Behaviour: Nicosia Model 
Howard-Sheth Model 
Engel-Blackwell Miniard Model
Environment 
Exercises/Case Studies

Influences on Consumer
Culture 
Social Class 
Social Groups 
Family 

Personal Influence and Opinion Leadership
Individual Determinants of Consumer Behaviour: Motivation and Involvement 
Information Processing 
Learning 
Exercises/Case Studies

Personality and Self Concept 
Attitude Theories and Change
Consumer Decision Processes: Problem Recognition
Search and Evaluation 
Purchasing 
Post-purchase Behaviour
Exercises/Case Studies

Conclusion and Feedback

Why choose us


At the Institute of Corporate Analytics and Training, we have trained over 5000 professionals on a wide range of corporate and management trainings from many organizations and companies, from diverse domains,  around the world.  We have a team of highly motivated and experienced team of trainers.  Our trainings are designed to blend theoretical concepts with field experience.  The concepts and techniques you will learn will be illustrated with case studies from the field, role plays and simulations.


Rest assured that at the end of the training programs, you will emerge confident and energized armed with skills and knowledge as well as the techniques of applying them.