There is frequently an assumption that information needs can readily be met from online resources (and free of charge) today. This course helps develop desk research skills in locating online sources, but it is important to understand how best to ‘capture’ the needs, perceptions, experiences and expectations of customers, suppliers and employees by undertaking primary data collection.
Who should attend?
Whether you are in a market research role or in a general marketing or marketing communications role where you are asked to take responsibility for the market research function this course will develop your capability in handling the information requests from others. It will give you some appreciation of how customer and client satisfaction research can improve the development and delivery of products and services to both consumers and companies. Also it will help in providing an edge in delivering a superior customer experience.