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27 - SLM- Sales and Marketing

SLM 130 - Marketing Research

Code Start Date Duration Venue
SLM 130 16 October 2023 5 Days Istanbul Registration Form Link
SLM 130 11 December 2023 5 Days Istanbul Registration Form Link
Please contact us for fees


Course Description

This course will provide a comprehensive introduction to the subject of marketing research, and discuss some key concepts, process and techniques, and their applications. Starting with an overview of marketing research, research design is discussed including qualitative and quantitative data, followed by a discussion of some quantitative methods for analyzing research data for use in decision making. In conclusion, some new marketing research techniques are introduced.

Course Objectives

  • Develop an understanding of the meaning and significance of marketing research 
  • Learn a wide range of marketing research concepts toward building a broad foundation for strategic planning and marketing
  • Become familiar with the process of designing marketing research
  • Identify a variety of techniques for analyzing data for input to decision making

Who Should Attend?

  • Salespeople 
  • Marketing staff 
  • Anyone who would like to develp an understanding of marketing research 

Course Details/Schedule

Day 1

  • Introduction to marketing research
  • The role and nature of marketing research
  • Mission of the research department
  • Organizational structure of marketing research
  • Sources of conflicts between marketing management and marketing research
  • Research suppliers and contractors
  • Ethical issues in marketing research 

Day 2

  • The evolution of marketing research
  • Four types of market research
  • Research questions and hypotheses
  • Marketing research process
  • The research proposal and plan
  • Problem definition

Day 3

  • Qualitative and quantitative research
  • Data collection  
  • The role and importance of data
  • How to get optimum benefits from databases  
  • Primary and secondary data
  • Sampling designs and procedures

Day 4

  • Designing questionnaires
  • Errors in surveys
  • Observations
  • Preparing interviews
  • Focus groups
  • Documents and records
  • Online tracking of website or social media accounts
  • Marketing analysis

Day 5

  • Interpreting and verifying collected data
  • Analyzing data
  • Formulating conclusion
  • Preparing and presenting the report
  • Discussing some examples and case studies