Course description
By the
conclusion of the specified learning and development activities, delegates will
be able to:
Ø Advise
others of the situations in which participant observation, conversation
analysis, documentary analysis, focus groups, interviews & questionnaires,
respectively, are appropriate;
Ø Assess
the value of secondary sources of information as a prelude to the conduct of Empirical
Research;
Ø Choose
sources of information appropriate for the type of research being conducted;
Ø Choose
the methodology that best suits the Marketing Research Objectives;
Ø Choose
the most appropriate data elicitation techniques, in relation to the sampling
frame, sampling unit, sample size & time span, among other factors;
Ø Conduct
an External Organisational Analysis, highlighting the Political, Economic,
Social, Technological, Environmental/ Ecological, and Legal Uncontrollable
Factors and the Opportunities and Threats that they present to the
Establishment;
Ø Construct a business plan that will be attractive to investors and fund
managers;
Ø Demonstrate
a high level of understanding in the different elements of Enterprise Resource
Planning (ERP);
Ø Demonstrate
their ability to conduct an Internal Organisational Analysis, focusing on
Strengths and Weaknesses;
Ø Design
a Marketing Research Project, taking account of important issues;
Ø Design
interviews & questionnaires that will elicit information appropriate to the
research objectives;
