Market research methods and techniques

Target Audience:Marketing Department, Sales, Research Department.Duration:2 days, 10 hoursProvider:Venue:AEB office, Moscow, Novoslobodskaya metro station, Krasnoproletarskaya ul. 16 bld. 3, entrance 8,4th floor, room 8Language:RussianCoach:Ekaterina Kuskova
Ekaterina KuskovaEkaterina Kuskova

Terms and Conditions

– The deadline for registration & payment is usually 5 days before the starting date of the course;
– Those who do not register and pay by the deadline will not be allowed to participate in the training;
– All payments are to be made by bank transfer;
– Once registration is closed, the fee is non-refundable.

Training objectives
The training provides insights into a number of methods employed in market research and data analysis and their actual areas of implementation. Participants will get acquainted with standard tools for market data acquisition and assessment, as well as the potential of a structured approach to using a company’s knowledge base and the successful implementation of expert opinion in the framework of a deficient qualitative statistical database. This is particularly pertinent in the context of the Russian market where the availability of information is rather limited, and the quality of the data is inadequate for strategic planning and business development.
The principal procedures will be described through case in point examples and exercised during workshops on the basis of actual business cases (examples of specific issues for training may be supplied to the trainer for consideration prior to the workshop).
In conclusion, key methods for processing data and the venues for its presentation will be demonstrated allowing efficient data handling and successful communication at all company levels.

Training program:

Acquisition and processing of market data
• Types of sources and their utilization for obtention of high-quality information
• Structured approach to using personnel knowledge base expert opinions when high-quality market data is not available
• Strategic approach to market research and data handling
• Basic data processing and presentation techniques (Porter‘s Five Forces, 4 C‘s, 4 P‘s, 2х2 Matrix, Ansoff’s Matrix, competitive advantage analysis, SWOT etc.)
• Comstrat: Analysis of strategic market positioning
• Business Cases: Practical application of basic techniques

Main analytical techniques and their applications (selection of methodology upon finalization of the members’ list)

• Analysis of dependence of isolated factors: correlation and regression analyses
• Pricing analytics: Conjoint analysis and alternative techniques
• Analysis techniques as a base for managing brand assets

Webinar and group work.

All participants will receive a certificate of attendance.