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With the information explosion that has accompanied the development of the internet there is often a fallacy that any information that is required can be found via Google. A professional approach to supporting marketing decisions with well grounded information requires the skills that are included in this course. The course is intended as a practical step by step guide to market research, to provide a structure for those who plan to undertake a research project or may wish to commission an agency to conduct research on their behalf. Each of the stages of the market research process are covered individually- starting with an understanding that market research is not the same as ” see what you can find” on a particular topic or issue- but rather a structured and systematic approach to building a picture which can support business decisions, form part of a business development or act as a foundation for marketing strategy.

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