Market Research - Fundamentals, Cases and Research Techniques

Instructional Approach This will follow a seminar cum workshop approach, lectures followed by practical sessions. Participants will be divided into teams to work on a short project to get a practical understanding of the course. They can work on a topic that relates to the organization that they are working for. Case studies and video presentations will be used to give a better understanding of the course.

Course Outline
- The global market environment – Local vs. global. Understanding the local markets
- Market Research – The advantages and application of Market information - Case studies and reviews
- Target – Market Segmentation
- Consumer Behavior- Understanding consumers and developing a consumer profile.
- Planning a Market Research Study.-the Process and types.
- Workshop on working on a proposal for a MR study –Defining objectives and planning the study
- Methods of conducting MR studies
- Workshop on Designing questionnaires and Interview schedules
- Methodologies and working with professional partners
- Data collection- Survey or Focus Group
- Analyzing Data collected and interpreting in terms of the objectives
- Evaluate the data collected
- How to use the data –applications for decision making
- Plan a new strategy based on data collected
- Evaluate the strategy.
- Presentation of the Case Study

RUN 2: 23 to 24 October 20089 October 2008
► CLICK HERE to Register Online
Time: 9.00am - 5.00pm
Venue: NTU@one-north campus, Executive Centre
Fee: Standard: SGD$720.00 NTU Alumni: SGD$576.00 Group (3 & above): SGD$648.00

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