Fundamentals of Market Research

The primary goal of any company is to do more business with the existing and new customers. Customers will find value from a company’s products or services only when the company strives to understand these customers. Marketing and consumer research are essential tools for any company to understand the various aspects of its customers.

This course covers the fundamentals of market and consumer research.

This course covers the following points:

1. How micro-environment forces impact the marketing environment of any company?

2. How macro-environment factors such as demography, economy, natural and technological forces influence the marketing environment of any company?

3. Define the Marketing Information System and identify its various components.

4. What are the various ways to gather competitive marketing intelligence?

5. What is marketing research and what are the various steps in marketing research process?

6. What are the different methods of gathering data for conducting a marketing research study?

7. What is consumer behavior model?

8. What are the characteristics that affect consumer behavior?

9. What is the nature of business markets?

10. Understand the business buyer behavior and decision process.