Marketing Research and Analysis Course

Introduction

This course adopts a comprehensive hands-on approach to designing and conducting research. From classic opinion research to social media analytics, a wide range of contexts, problem areas, and methods. Participants will be exposed to the various stages of the research process from recognizing the need for research and defining the problem to analyzing data and interpreting results. Proper design of research methods, fieldwork, questionnaires, and surveys is covered. Both qualitative and quantitative approaches are presented. Various analytical techniques are introduced “hands on” via a series of computer exercises and cases (using SPSS, STATA, NVIVO, Tableau and Excel).

 

Course Objective:

o   Displaying problem analysis skills and an ability to translate a management problem into a feasible research question.

o   Demonstrating a working knowledge of the concepts and methods of marketing research.

o   Recognizing with an increased sensitivity the biases and limitations of marketing data.

o   Show an understanding of questionnaire design and sampling theory.

o   Demonstrate competency with the statistical software package and the ability to use them to enter marketing data, conduct various types of statistical analyses and interpret their outputs.

o   Exhibit an understanding of qualitative and quantitative research methods and their application to marketing research

 

Duration

5 days

 

Who should attend?

Statistician, analyst, or a budding data scientist and beginners who want to learn how to analyze data with Tableau.

 

Course content

o   Introduction to Marketing Research and the Research Process

o   Problem Definition

o   Research Design and Secondary Data Sources

o   Qualitative Methods

o   Descriptive Research Design and Observation

o   Causal Research Design

o   Measurement, Scaling and Sampling

o   Data Preparation and Analysis Strategy

o   Hypothesis testing, Frequencies and Cross-tabulation

o   Testing for Significant Differences – t-test/ANOVA

o   Testing for Association – Correlation and Regression

o   Use of Excel, SPSS, STATA and R in data analysis

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: training@upskilldevelopment.com Tel: +254 721 331 808

Training Venue

The training will be held at our Upskill Training Centre. We also offer training for a group (at a discount of 10% to 50%) at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Upskill certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: training@upskilldevelopment.com, +254 721 331 808

Payment should be done two weeks before commence of the training, to Upskill Development account, so as to enable us prepare better for you.

Online/ On-site (Nairobi, Kenya) Training Schedule