A text book definition of Marketing Research would be ‘the systematic collection, analyis, and interpretation of information used to develop a marketing strategy or solve a marketing problem'.  

In this unit you will understand how marketing research is conducted and its purpose in a company's export activity.  
This will be done by:
- looking at the market prioritisation process
- examining research methods
- understanding what is meant by quantitative and qualitative research
- reviewing the structure of a marketing research report.

Completing this course will confer 5 CPD Credits towards internationally recognised Continuous Professional Development Requirements within organisations operating this kind of staff development methodology.

Course Outline

1. INTRODUCTION

1.1 Companies Large and Small

1.2 Selection Criteria

1.3 Six Basic Criteria When Selecting A Market

1.4 What to Export?

1.5 Trading Companies

2. QUANTITATIVE ANALYSIS

2.1 Criteria for studying the Country Risk Factor

2.2 Country Selection. Variables

2.3 SME Approach

2.4 Organizational Chart

2.5 Country Selection. Import Analysis

2.6 Country Selection. Number of Fairs

3. QUALITATIVE METHODS

3.1 Legal, Political, Economic, Social Environments

3.2 Political Factors

3.3 Tariffs and Non-Tariff Barriers

3.4 Other Companies in Our Country

3.5 Promotional Campaigns

3.6 Buying Habits

3.7 Personal Contacts

4. MARKET RESEARCH STUDY

4.1 Areas of Study

Further Reading

1- Integrating R&D and Marketing in New Product Development

2- International Marketing Research : A Management Briefing

3- Business Intelligence : The role of the Internet in Marketing Research and Business Decision Making

4- Forecasting Methods for Marketing: Review of Empirical Research

5- Sample Market Research Report

Forum Assignment