Marketing Research Training in Cotonou

Marketing Research Training Course Outline

Module 1: Introduction to Marketing Research

• Who Needs Market Research?
• New Roles for Market Research
• Effect of Regional Culture on the Use of Market Research
• Use of Market Research in Business Models and Frameworks
• Consumer and Business-to-Business Market Research
• Scope of Market Research Information
• Quantitative and Qualitative Research
• Market Research Process
• Organisation of Market Research

Module 2: Market Research Design

• What is Worth Researching?
• Market Research Suppliers
• Market Research Brief: A Statement of the Problem/Opportunity
• Market Research Proposal: The Return of Brief (ROB)
• Information Required
• Accuracy
• Budget
• Timetable
• What to Expect in a Proposal (Return of Brief)?

Module 3: Uses of Market Research

• Understanding Markets and Customers
• Understanding and Developing the Offer
• Positioning the Brand and Communications

Module 4: Qualitative Research

• What is Qualitative Research?
• Tools of Qualitative Research
• When to Use Qualitative Research
• Uses of Qualitative Research

Module 5: Quantitative Research

• What is Quantitative Research?
• Determining the Size of the Sample
• Tools of Quantitative Researcher
• What is Quantitative Research Used for?
• Analysing Quantitative Research

Module 6: Using Market Research to Segment Markets

• Why Use Market Segmentation?
• Types of Segment Approach Qualitative/Judgement-Based Approach
• Quantitative Methods
• Successfully Embedding Segmentation Within a Client Organisation

Module 7: Using Market Research Improve a Brand Position

• Research at the Birth (and Re-Birth) of a Brand
• Researching New Visual Identities
• Brand Health Monitoring
• Other Topics Covered as Part of Brand Tracking Studies
• Research Design of Brand Tracking Studies
• Brand Positioning
• Valuing Brands Equity

Module 8: International Market Research

• Seeing Things More Clearly
• Structure of the Global Market Research Industry
• Response Rates Internationally
• Measuring Attitudes Across Nations
• Coordinating Multi-country Studies
• Using Desk Research (Secondary Research) to Carry Out International Market Research

Who Should Attend this Marketing Research Training Course?

The Marketing Research Course is designed for professionals who want to strengthen their knowledge and expertise in the field of market research. This Course will benefit various professional roles, such as:

• Market Research Analysts
• Marketing Managers
• Product Managers
• Brand Managers
• Business Development Managers
• Consumer Insights Specialists
• Strategic Planners
• Marketing Consultants

Prerequisites of the Marketing Research Training

There are no formal prerequisites to attend the Marketing Research Training. However, a basic knowledge of research methods and statistics would be beneficial.

Marketing Research Training Course Overview

Marketing Research Training introduces delegates to the principles of understanding customer needs and evaluating product or service viability. It explains how structured research supports informed decision-making and strategic planning in data-driven business environments.

This training supports professionals across marketing, analysis, and strategy roles. It builds the ability to extract meaningful insights from data, understand market trends, and align decisions with customer demand and business objectives.

This 1-Day course offered by The Knowledge Academy enables delegates to apply marketing research techniques with confidence. Through focused learning and practical examples, delegates gain the skills to conduct research effectively and use insights to drive successful marketing strategies.

Marketing Research Training Course Objectives

• To understand the fundamentals of market research methodologies
• To learn how to design and implement effective surveys and data collection strategies
• To analyse and interpret data to derive actionable insights
• To explore the role of market research in shaping marketing strategies
• To gain hands-on experience in using market research tools and techniques
• To develop the skills to present research findings in a compelling and impactful manner

Upon completion of the Marketing Research Course, delegates will emerge with a comprehensive understanding of market research, enabling them to make data-driven decisions that enhance their marketing strategies and contribute to overall business success.

What’s Included in this Marketing Research Training Courses?

• World-Class Training Sessions from Experienced Instructors
• Marketing Research Certificate
• Digital Delegate Pack