Fundamentals of Market Research

Welcome to the AMI Fundamentals of Market Research course, where you will gain a working knowledge in market research techniques, methods, and applications. The course covers the different types of market research, including qualitative, quantitative, and ethnographic research, so you can identify the best method for your needs.

Over the half day we will guide you through the entire market research process, from defining research aims and objectives to selecting the right methodology and data collection techniques. You’ll learn how the experts design effective questionnaires, analyse data, and identify patterns and insights through quantitative and qualitative analysis and how to effectively communicate research findings through the elements of a research report, storytelling, data visualisation techniques, and tips for giving effective presentations.

By the end of this course, you’ll have a foundation understanding of market research and a working knowledge of the skills required to conduct effective research that informs decision-making in marketing and related fields.

Join us and take the first step towards becoming adept in conducting and/or commissioning market research.

Who should attend

Overall, this market research course is designed to be accessible and useful for a wide range of professionals and would particularly suit either those who are starting to undertake market research as part of their current or future careers, those who are already undertaking some market research and want to build on their skills and those who are commissioning research on behalf of their organisation. 

Learning Outcomes:

• Develop a foundational understanding of market research, including its definition, types, and applications in marketing and related fields.
• Identify the best method for your market research needs by learning about qualitative, quantitative, and ethnographic research methods.
• Gain a working knowledge of the market research process, from defining research aims and objectives to selecting appropriate data collection techniques and methods.
• Understand what is required to design effective questionnaires, analyse data, and identify patterns and insights through quantitative and qualitative analysis.
• Learn how to effectively communicate research findings by understanding the elements of a research report, storytelling, data visualisation techniques, and tips for giving effective presentations.

Topics covered: 

Introduction

• What is Market Research
• The different types (Qualitative, Quantitative, Ethnographic) of research explained.
• Understanding the research process (An overview)
• Some typical applications of Market Research

Writing the Brief

• What lead us to research (background and the need for research)
• What are we trying to solve? (The business problem)
• How to translate a business problem into a research aim (Research objectives)
• Things to consider for the approach. (Methodological considerations)
• What are you looking to get out of it? (Deliverables and anticipated outcomes)
• Setting a scope, budget, and a timeframe.

Research Design

• Who are we going to speak to in the research (Defining the target group)
• What method(s) will we use (Choosing a methodology)
• Understanding sources of error and how to mitigate them (Sampling & non sampling error)

Question Design

• Introduction to writing a topic guide for qualitative research
• Introduction to writing a questionnaire for quantitative

Data Collection and Analysis

• Understanding the different ways of collecting data
• Qualitative – focus groups, In depth interviews, communities
• Quantitative – online, phone, face to face
• Ethnographic – observations
• Analysis
• Identifying patterns, themes, and insights from qualitative data
• An introduction to data processing & analysis for quantitative data

Reporting and Presenting Research Findings

• How to build a plan for a Research Report
• Finding your story in the data
• Introduction to effectively visualisation your data
• Tips on conducting an effective research presentation