MARKET RESEARCH, EVALUATION & ANALYSIS
Turning Data into Actionable Insights to Drive Smarter Marketing and Business Decisions
Course Schedule
| Date | Venue | Fees (Face-to-Face) |
|---|---|---|
| 25 – 27 Feb 2026 | Kuala Lumpur, Malaysia | USD 2495 per delegate |
| 03 – 05 Mar 2026 | Doha, Qatar | USD 2495 per delegate |
Course Introduction
In an increasingly competitive and data-driven business landscape, understanding your market is not optional—it’s essential. Market research helps organizations identify customer needs, forecast demand, benchmark competitors, and make strategic decisions with confidence. Whether launching a product, entering a new market, or refining marketing strategy, research and analysis are the foundation.
This 3-day training program equips participants with the tools and techniques to design, conduct, and interpret market research effectively. The course blends strategic frameworks with hands-on data analysis to ensure participants can turn information into insight—and insight into action.
Course Objectives
By the end of this course, participants will be able to:
• Understand the purpose, types, and processes of market research
• Design and implement effective qualitative and quantitative research studies
• Collect, evaluate, and interpret primary and secondary data
• Apply statistical and analytical tools to generate actionable insights
• Translate research findings into strategic recommendations
Key Benefits of Attending
• Gain confidence in commissioning and interpreting market research
• Learn how to design surveys, conduct focus groups, and analyze trends
• Improve marketing, product, and strategic decisions with real data
• Avoid costly assumptions by using tested research techniques
• Strengthen your ability to communicate findings clearly and persuasively
Intended Audience
This program is designed for:
• Marketing, brand, and product managers
• Business development and strategy professionals
• Market analysts and research officers
• Customer experience and innovation leads
• Entrepreneurs and decision-makers needing market insights
Individual Benefits
Key competencies that will be developed include:
• Ability to design and manage end-to-end research projects
• Enhanced skill in segmenting markets and identifying customer needs
• Proficiency in using data to support business cases and plans
• Familiarity with tools like SPSS, Excel, and survey platforms
• Improved ability to present data-driven insights to stakeholders
Organization Benefits
Upon completing the training course, participants will demonstrate:
• Better-informed strategic and operational decisions
• More targeted and effective marketing campaigns
• Increased customer understanding and market responsiveness
• Stronger product-market fit and reduced go-to-market risk
• Enhanced internal alignment through evidence-based planning
Instructional Methdology
The course follows a blended learning approach combining theory with practice:
• Strategy Briefings – Research objectives, methods, and best practices
• Case Studies – Examples of research-driven decisions from industry
• Workshops – Designing questionnaires, coding responses, and analyzing data
• Peer Exchange – Sharing research challenges and solutions
• Tools – Survey templates, SWOT frameworks, market sizing models
Course Outline
DETAILED 3-DAY COURSE OUTLINE
Training Hours: 07:30 AM – 03:30 PM
Daily Format: 3–4 Learning Modules | Coffee breaks: 09:30 & 11:15 | Lunch Buffet: 01:00 – 02:00
Day 1: Market Research Fundamentals
- Module 1: Introduction to Market Research (07:30 – 09:30)
• Purpose and scope of market research
• Types of research: exploratory, descriptive, causal
• Setting research objectives - Module 2: Research Design and Methodology (09:45 – 11:15)
• Qualitative vs. quantitative approaches
• Sampling techniques and bias control
• Secondary data sources - Module 3: Questionnaire and Survey Design (11:30 – 01:00)
• Question types and scaling techniques
• Common pitfalls in survey design
• Survey tools and platforms - Module 4: Workshop – Design a Survey Instrument (02:00 – 03:30)
• Teams create a short, targeted survey
Day 2: Data Collection and Analysis
- Module 1: Data Collection and Quality Control (07:30 – 09:30)
• Fieldwork planning and supervision
• Online vs. face-to-face methods
• Ensuring response accuracy - Module 2: Qualitative Research Techniques (09:45 – 11:15)
• Conducting interviews and focus groups
• Thematic coding and content analysis
• Case study: interpreting focus group data - Module 3: Quantitative Analysis Tools (11:30 – 01:00)
• Descriptive statistics and cross-tabulation
• Basic inferential analysis: t-tests, chi-square
• Using Excel and basic statistical tools - Module 4: Workshop – Analyze a Research Dataset (02:00 – 03:30)
• Hands-on exercise with survey data
Day 3: Insight Generation and Communication
- Module 1: Turning Data into Insights (07:30 – 09:30)
• Identifying patterns and trends
• Segmentation and persona development
• Market sizing and opportunity analysis - Module 2: Presenting Research Findings (09:45 – 11:15)
• Structuring a research report
• Visualizing data for clarity
• Telling a compelling insight-driven story - Module 3: Applying Research to Strategy (11:30 – 01:00)
• Linking research to business questions
• Supporting go-to-market, pricing, and positioning
• Anticipating market changes - Module 4: Final Workshop – Market Research Brief & Presentation (02:00 – 03:30)
• Teams present findings and business recommendations
Certification
Participants will receive a Certificate of Completion in Market Research, Evaluation & Analysis, validating their ability to design, conduct, and interpret research that informs strategy and strengthens market performance.