Introduction to Marketing Research The Marketing Association Of Australia And New Zealand

Hi my name is Bill and I found I had enough of the irregular time at uni and the administrative nonsense that seemed more important than helping me to learn. So I have been trying the MAANZ course.

Bill
Sydney

I would like to thank MAANZ for their outstanding learning resources. Your online courses have helped me refresh my skills, learn new skills and formalise skills that I have learnt "on the job". The MXpress courses provide people with an affordable and flexible means for pursuing further study. The course material is of an exceptional standard. I found it interesting to read, useful and relevant. I would also like to thank MAANZ for their support and exemplary customer service.

Darren Tollemache
Kingsford

Excellent and truly useful notes on marketing planning. Very good value!

Bianca Young
Perth

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» Education, Training and Development » Marketing Courses - MXpress » MXpress Courses by Subject » Introduction to Marketing Research


Determining Market Size and Desires: Marketing Research	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 24 Pages of Reference Notes highlighting the following: The Scope and Uses Of Marketing Research; Brochures At The, American Conservatory Theatre?; Uses of Marketing Research; Centre East's Strategic Dilemma; Approaches to Marketing Research; Approaches to Primary Data Collection; Observational Research; Individual In-Depth Interviews and Focus Group Research; Which to Use: Focus Groups Or Individual In-Depth Interviews?; Surveys; Conjoint Research Techniques; Suggestions for Soliciting Responses in Focus Groups; Panel Studies; Experimental Research; Budgeting for Market Research; The Marketing Research Process: The Survey; Developing the Research Plan; The Sampling Plan; Research Biases; Contact Methods; Designing the Questionnaire; Collecting and Analyzing The Data; Preparing the Research Report; Implementation and Evaluation; Measuring and Forecasting Market Demand; Defining the Market; The Potential Market; The Available Market; The Qualified Available Market; The Target Market; The Penetrated Market; Measuring Current Market Demand; Total Market Demand; Organisation Market Share; Forecasting Future Market Demand; Buyer Intention Surveys; Expert Forecasts; Market Tests; Computer-Assisted Demand Analysis; Evaluation and Control;

Introduction to Marketing Research	AUD $75.00 Member price AUD $67.50

Introduction to Market Research and the Research Process Full Power Point Lecture plus 21 Pages of Reference Notes highlighting the following: The Nature of Marketing Research; The Managerial Value of Marketing Research for Strategic Decision Making; Analysing Market Performance; Marketing Research Supports the Marketing Concept; Marketing Research Misconceptions; Types of Marketing Research; Varieties of Marketing Research; The Scope of Marketing Research; Preliminary - Exploratory Research; Conclusive Research; Descriptive Research; Causal Research; When not to research

Data Processing – Marketing Research	AUD $50.00 Member price AUD $45.00



Introduction to Market Research and the Research Process	AUD $50.00 Member price AUD $45.00



The Marketing Research Process II	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 22 Pages of Reference Notes highlighting the following: Research Design: The Importance of a Good Research Design: The research plan: Defining the purpose and objectives of the research: Marketing Research Objectives: The Research Hypothesis: Research Questions: Deciding on the research method to be used/developing a research design: Sources of Market Research Data: Secondary Research; The problems of secondary sources; Primary Information Sources - Gathering the Raw Data; Types of Primary Research; Survey Methods; Panel Research; Focus (Discussion) Groups; Psychological/Behavioural Research; Descriptive or Causal Research? The six W's of the descriptive research; Designing Data Collection Forms; Sampling Design; The basis of sampling; The Problem of Bias in Research; Develop a Timing and Scheduling Plan; Methods Scheduling Marketing Research Projects; Developing a Budget; Fieldwork; Data Preparation, Analysis and Interpretation; Report Preparation and Presentation of Report Findings to the Decision Maker(s: The limitations of Marketing Research

Data Analysis and Interpretation	AUD $75.00 Member price AUD $67.50

Marketing Research - Analysis and Interpretation Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: Analysing Marketing Research; Making Data Usable; Data Analysis – the basic elements; Probability; Significance; Data Description; Descriptive Statistics; Statistical analysis; Measure of Central Location and Measures of Dispersion; Frequency Distributions; Summary statistics; Central tendency; The mode; Measures of Dispersion (or variability; The range; Using histograms; Deviation or variance; The Standard Deviation; Inference; Bivariate analysis: Nature of the relationship; Correlation analysis; Scatter diagrams; Mathematical Measure Of Correlation: Multivariate Analysis; Samples and Populations; Confidence Intervals; Hypothesis Testing; The Null Hypothesis; Steps in Significance Testing;

Data Collection Forms	AUD $75.00 Member price AUD $67.50



Managing The Research Process	AUD $75.00 Member price AUD $67.50



Marketing Research and Monitoring	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: The Purpose of Marketing Research; Researching Buyer Behaviour in Relation to Services; Research Methods; Observation Methods; Mystery Shopping; Employee Reports; Surveys; Experimental Field Testing; The Critical-Incident Technique; Moment-Of-Truth Impact Analysis; Researching the Choice Set; Categories of Information; Secondary data via 'desk research'; Primary Data via Field Research; Qualitative research; Quantitative Research; Choosing Research Methods; Market Information Systems; The MIS or CIS; Customer Service Research; Measuring Customer Satisfaction; Indirect vs. Direct Measures of Customer Satisfaction; Understanding Customer Satisfaction Ratings; Response Bias; Are Customer Satisfaction Surveys Worth It?; Researching Service Quality; Customer Service Enquiry; Secondary Research -Similar industry studies; The High Cost of Customer Service Failures.; Customer Requirements; Informal Research; A Model Customer Service Survey; Criticisms of Customer Satisfaction Research; Example of a Survey of Customer Satisfaction; Measuring Service Quality: SERVQUAL; Expectation and Perception Studies; The Tangibles Dimension; The Reliability Dimension; The Responsiveness Dimension; The Assurance Dimension; The Empathy Dimension; The Service Quality Information System;

Qualitative Research and Attitude Measurement	AUD $75.00 Member price AUD $67.50



Market Research and Strategy	AUD $75.00 Member price AUD $67.50

Marketing Research and Strategy 7042 Full Power Point Lecture plus 60 Pages of Reference Notes highlighting the following: Market leader; Market challenger; Market follower; Market specialist or nicher; Strategic Considerations in the Product Life Cycle; Advertising; Sales Promotion; Marketing Research; Marketing Research, and the MIS; Market Research Analysis and Interpretation; Data Analysis – the basic elements; Data Description

Advertising Strategy Research	AUD $50.00 Member price AUD $45.00



Marketing Research - Data Collection (Fieldwork)	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 29 Pages of Reference Notes highlighting the following: Methods of Data Collection; Survey Research; Telephone Interviews; Self Administered Postal Surveys; Observation Method; Scanner-Based Research; Experiments; The Nature of Field Work; The Selection of Field Workers; Training Field workers; Supervising Field Work; Non-response issues; Improving the Willingness To Participate; Fieldwork Management

Do It Yourself Marketing Research	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture notes plus 10 Pages of Reference Notes Myths Of Marketing Research; Planning A Research Program; Framing The Research Problem; Research Planning; Information Needs; Descriptive Information.; Preparing The First Research Plan; Prioritising; Future Planning Cycles; Evaluating Individual Research Projects; Setting Budgets; When To Resist Research;

The Marketing Research Process	AUD $75.00 Member price AUD $67.50

Marketing Research Full Power Point Lecture plus 60 Pages of Reference Notes highlighting the following: Overview; Successful Marketers are Knowledgeable Marketers.; No need for research?; Is marketing research only for large organisations?; Marketing research misconceptions; Marketing Research; The scientific method in research; The Purpose of Marketing Research; When not to research; Section Review; What are the Objectives of Marketing Research??; The Scope of Marketing Research; The need for ongoing information; Marketing Research, and the MIS; Types of Marketing Research; 1. Qualitative and quantitative research; 2. Problem identification research and problem solution research ; 1. Preliminary research; What is Exploratory Research? Types of Exploratory Research; 2. Conclusive Research; Descriptive Research; The Six W's of Descriptive Research; Causal Research; Sectional and Longitudinal marketing research; Types of Marketing Research Suppliers ; Types of External Market Research Suppliers; Sources of Market Research Data; Secondary research; Information Sources - Gathering Your Raw Data; Primary research; Types of primary research; Other methods; Steps in the Marketing Research Process; Good research starts with good thinking; Developing a research hypothesis; Deciding on the research method to be used/developing a research design; Sampling in research; The basis of sampling; How poor research design leads to sources of error in analysis; Draft the questionnaire (the research instrument; Develop a timing and scheduling plan; Develop a budget; The problem of bias in research; Questionnaires; Types of Question; Undertaking the research; Training for interviewers; Data preparation, analysis and interpretation; Report preparation and presentation - report to findings to the decision maker(s); The limitations of Marketing Research; Market Research Mistakes ; The Ethical Considerations; The Stakeholders in Marketing Research; Making Data Usable; Data Analysis – the basic elements; Data Description ; Measure of Central Location and Measures of Dispersion; The Normal Distribution or Normal Curve; Inference; Samples and Populations; Steps in Significance Testing;

The Design of the Marketing Research Project	AUD $75.00 Member price AUD $67.50

The marketing research process is a sequence of steps involved in the systematic collection and analysis of marketing data. In essence, it provides a description of how a marketing investigation is designed and implemented, which helps to guide the execution of a research study from its inception through to the final analysis and reporting of data. Research design specifies the methods and procedures for conducting a research project. It is the blueprint used to guide the implementation of a research study towards the realisation of its objectives. A good research design serves many purposes: it forms the essential frame-work for research action, minimises the danger of collecting haphazard data, ensures that the data collected meets the research objectives and fulfils the information needs of the decision-makers. This is an excellent specialist short course about Marketing Research. There are 45 pages of notes supplementing a PowerPoint presentation. The unit contains the following topics: The Marketing Research Process; The Main Steps in the Marketing Research Process; The Process of Defining the Problem; How to Understand the Problem - Exploratory Research; Types of Exploratory Research; Designing a Research Approach; The Research Brief - Research Purpose; The Research Brief - What the client wants; The Research Proposal - What the researcher proposes to do; Research Design; Marketing Research Objectives; The Research Hypothesis; Research Questions; Deciding on the research method to be used/developing a research design; Sources of Market Primary Research; Descriptive or Causal Research? Designing Data Collection Forms; Sampling Design; Develop a Timing and Scheduling Plan; Developing a Budget; The problem of bias in research;

Data Collection Forms in Marketing Research	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: Data Collection Forms; Questionnaires; Designing Questionnaires; How should questions be phrased? Question Types; Behavioural/attitudinal questions; Buying-intent questions; Preference questions; Semantic-Differential Questions; Questions Sequence; Self-Administered Questionnaires; Questionnaire pre-test; Observation and Observational Forms; Content Analysis;

The Marketing Research Report	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture notes plus 18 Pages of Reference Notes The Research Report; The marketing research report must communicate the study's specifics. The research report must act as a reference document. The research report must build and sustain the credibility of the study. Types of Research Report; Structure of research reports; Suggested research report elements; Executive summary - Summary of findings; Introduction/Background/Introduction Research objectives; Research methodology; Sampling and Data collection; Detailed Research findings; Results, interpretation and conclusions; Report Writing; Data presentation; The effective use of graphics; Tables; Charts; Pitfalls in Marketing Research Reports; The Personal Presentation; Effective Communication; The 5Ps of good presentation; Organising the Report;

Analysis and Interpretation in Marketing Research	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 18 Pages of Reference Notes highlighting the following: Analysing Marketing Research; Making Data Usable; Data Analysis – the basic elements; Probability; Significance; Data Description; Descriptive Statistics; Statistical analysis;

Identifying Market Opportunities Through Marketing Information Systems and Research	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture notes plus 12 Pages of Reference Notes Uncertainty; Elements of the information system; Scanning modes: surveillance and search; Sources of global information; Marketing research; The research process; Location of research facility; Special problems in international marketing research;

Marketing Research - Determining Market Size and Desires	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 24 Pages of Reference Notes highlighting the following: The Scope and Uses Of Marketing Research; Uses of Marketing Research; Approaches to Marketing Research; Approaches to Primary Data Collection; Observational Research; Individual In-Depth Interviews and Focus Group Research; Surveys; Conjoint Research Techniques; Suggestions for Soliciting Responses in Focus Groups; Panel Studies; Experimental Research; Budgeting for Market Research; Developing the Research Plan; The Sampling Plan; Research Biases; Contact Methods; Designing the Questionnaire; Collecting and Analyzing The Data; Preparing the Research Report; Implementation and Evaluation; Measuring and Forecasting Market Demand; Defining the Market; The Potential Market; The Available Market; The Target Market; The Penetrated Market; Organisation Market Share; Forecasting Future Market Demand; Buyer Intention Surveys; Expert Forecasts; Market Tests; Computer-Assisted Demand Analysis;

Steps in Problem Solving and Decision Making	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 11 Pages of Reference Notes highlighting the following- Steps in Problem Solving and Decision Making; .Problem Recognition; Definitions; . Identify Real Problem; What is the real problem to be solved?; Defining the problem: (with input from yourself and others); Defining complex problems:; Verifying your understanding of the problems:; Prioritise the problems:; Understand your role in the problem:; More Define the Problem Questions; . Look at Potential Causes for the Problem; Gather information – Do research; More Questions; . Goals and Objectives; More Goals and Objectives Questions; . Identify alternatives for approaches to resolve the problem; More questions; . Consider the Possible Consequences; What might happen if I put these options into practice?; . Select an Approach to Resolve the Problem; When selecting the best approach, consider:; . What Is The Best Solution Currently Available?; Consider the longer term; Flexibility - Consider the potential to make adjustments after the decision is made.; More questions; . Build Consensus and Support; . Make a Decision; . Plan the implementation of the best alternative (this is your action plan); More questions; . Monitor implementation of the plan and make adjustments; Verify if the problem has been resolved or not;

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