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.

Learning outcomes

  • Understand the 10 steps of a market research project.
  • Write an effective research brief.
  • Undertake desk research to uncover existing information.
  • Manage your relationship with external agencies.
  • Choose between alternative methodologies.
  • Select and evaluate an appropriate sample.
  • Construct an effective questionnaire.
  • Analyse the data outputs.
  • Draw conclusions and make recommendations.

Course Dates

Start Date End Date Location
27 Feb 2019 27 Feb 2019 London

Course Director

Jean Sutton

Jean has been a member of the CIM Expert Delivery Team for almost 20 years and runs qualifications and tailored courses both open and company specific. Clients for those courses have included 3M, Microsoft, Nissan and Coca Cola as well as Oxford University Press and City and Guilds.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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