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Advanced Marketing Research

“Within five years, if you run your business in the same way as you do now, you are going to
be out of business…” Phillip Kotler”
 The purpose of this workshop is to provide the audience with a strategic view of what
strategic marketing is?
 In light of all the global changes that are taking place and impacting how we do
business, the marketing approach has to be totally changed.

In today’s world, all business depends on selling or marketing to human beings therefore
understanding how and why people make decisions can improve their chances of success.
The course provides insight into the nature and assumptions of marketing research conducted
by corporations and commercial research companies. This course aims to equip delegates with
the most advanced research techniques, coupled with a fundamental model of decision making
(quantitative techniques). Univariate and multivariate statistics methods are applied to
secondary and primary data to find descriptive and causal relations among consumer and
marketing variables.
The course covers the behavioral sciences which provide deeper insights that enables
organizations to generate new ideas for content and services and
Also covers advanced statistical tools to analyze marketing data. Also marketing segmentation,
targeting, and positioning. Report writing and communication of research results will also be
discussed. In addition, other contemporary research techniques and tools are addressed.
The course is a mixture of collaborative learning, cases, team exercises and Commercial
Duration: 5 days Language: English/ Arabic
General Methodology:
Similar to any L2S training program, this program offers an
interactive learning experience in which will allow the delegates to reflect on their learning
through an informative, indulging, and fun classroom experience. The design of the training
session focuses on the following attributes:

 Concrete Experience: The delegates will learn by doing

 Reflective Observation: Reflecting on the newly experienced skill set
 Abstract Conceptualization: Developing deeper understanding to the learned concepts
 Active Experimentation: providing the delegates with realistic tools that can be tested in
the real life
 Understand what is market research
 Acquire Marketing Research skills
 Understand how behavioural economics can be used
 Explore the psychological biases and heuristics which influence customer decision-
 Learn the processes and techniques used in marketing research.
 Learn research design, qualitative and quantitative methods
 Use data collection instruments
 Understand benefits of segmentation approaches
 Selecting data analysis strategy ,qualitative and quantitative data analysis, univariate
and multivariate statistical analysis
 Reporting and presentation of results
Module 1: Introduction to Market Research and Research Process
 Getting Started
 Workshop Objectives
 Benefits Of Market Research Techniques
 Types Of Market Research Techniques
 Primary market research
 Secondary market research
 Qualitative research
 Quantitative research
 Cases
 Exercises

Module 2: Behavioral economics and Research

 Behavioral economics Theory and principles
 Criticism and limitations
 Behavior mapping and research
 psychological biases and heuristics
 important fields with ‘behavioral science’
 systems of decision making
 “Irrational” Decision Making
 Cognitive biases and key principles

Module 3: Data Analysis
 Understanding the basics of data analysis and data interpretation
 Understanding the basics of univariate and multivariate data analysis techniques
 The benefits of market segmentation

Module 4: Application of Data Analysis Techniques

 Use Brand Development Indices and Category Development Indices to select and
target markets
 Build statistical models to allocate marketing communication resources
 Six questions you need to ask for strategic marketing planning
 Brand lessons & failures
 Segmenting and targeting
 strategic Alliances

Module 5: Communication of Research Results

 Responsibilities to Research Participants and Clients
 Transparency and the Avoidance of Harassment
 Special considerations for online and mobile research
 Brand management and the IMC (integrated marketing communication) approach-
what does it take?
Module 6: Data Analysis: Selecting a Data Analysis Strategy

 Statistical methods
 Univariate methods (UVA)
 Multivariate methods (MVA)

Module 7: Exploratory Research Design

 Secondary Data, Interviews, Focus Groups, Projective Techniques, software tools,
bench marking
 Cases
 Exercises

Module 8: Descriptive / Experimentation Research Design

 Survey Design, Sampling Considerations, Observation Cases
 Exercises

Module 9: Module Seven: Market Segmentation

 Overview of segmentation
 cluster analysis, non-cluster analysis options for segmentation
 Cases
 Exercises

Module 10: Market Analysis Parameter

 Market size and market growth rates
 Market profitability
 Market Trends and adaptability
 Market elasticity and barriers to entry