Introduction
In today’s fast-changing business environment, making decisions based on assumptions is no longer enough. Organisations need accurate, timely, and relevant marketing data to craft strategies that work. Marketing research is the foundation of this process—it allows companies to understand customer needs, anticipate market shifts, and stay ahead of competitors. With effective research, organisations gain insights into consumer behaviour, spending patterns, demographic changes, and emerging trends, all of which are critical for building strategies that create impact. This program equips participants with practical tools, methods, and templates to design and execute marketing research projects that generate reliable data. More importantly, it focuses on how to translate that data into actionable strategies, ensuring that decisions are not only informed but also aligned with market realities. By mastering these skills, participants will be able to guide their organisations with confidence and build strategies that deliver measurable success.
Program Objectives
This program aims to:
● Introduce to participants the research method in the area of marketing
● Equip with skills how to formulate problem statements, hypothesis.
● Train participants to do a literature search, writing up the case by using literature.
● Expose participants on how to develop reliable and valid research tools
● Explain to participants how to analyse data and writing report for the result.
Learning Outcomes
After completing this program, participants should be able to:
● Plan marketing research
● Build an effective marketing research
● Conduct marketing research independently