1.1.     Introduction

• Skill Focus: Mastery of market research techniques.
• Led by: Ir Prof Alan Lam at Gravity Academy.
• Aim: Equip senior managers with the tools to conduct comprehensive market research, analyze data effectively, and implement insights to drive strategic decisions.

1.2.     Course Outline

1. Market Research Fundamentals
2. Developing Research Objectives
3. Qualitative and Quantitative Research Methods
4. Data Collection Techniques
5. Analyzing Market Trends and Consumer Behavior
6. Competitive Analysis
7. Segmentation and Target Market Selection
8. Understanding Customer Needs and Preferences
9. Utilizing Technology and Big Data in Market Research
10. Reporting and Presenting Research Findings
11. Implementing Research Insights in Strategy
12. Ethical Considerations in Market Research

1.3.     Course Overview

This course provides a deep dive into the critical aspects of market research necessary for senior management. Participants will learn to design, conduct, and analyze market research to support strategic business decisions. The course includes interactive lectures, hands-on workshops, and real-world case studies to ensure a robust learning experience.

1.4.     Curriculum

• Market Research Fundamentals: Introduction to the key concepts, importance, and process of market research.
• Developing Research Objectives: How to set clear, actionable research objectives that align with business goals.
• Qualitative and Quantitative Research Methods: Overview of methodologies such as surveys, interviews, focus groups, and statistical analysis.
• Data Collection Techniques: Methods for gathering primary and secondary data, including online tools and traditional approaches.
• Analyzing Market Trends and Consumer Behavior: Techniques for interpreting data to understand market dynamics and consumer patterns.
• Competitive Analysis: Frameworks for assessing competitors and gaining strategic insights.
• Segmentation and Target Market Selection: How to segment markets and identify the most lucrative target audiences.
• Understanding Customer Needs and Preferences: Tools for gaining deep insights into customer desires and behavior.
• Utilizing Technology and Big Data in Market Research: Leveraging advanced technologies and big data analytics to enhance research accuracy.
• Reporting and Presenting Research Findings: Best practices for compiling, visualizing, and presenting research results to stakeholders.
• Implementing Research Insights in Strategy: Translating research findings into actionable business strategies.
• Ethical Considerations in Market Research: Addressing ethical dilemmas and ensuring integrity in research practices.

1.5.     The Instructor

• Ir Prof Alan Lam: A renowned expert in corporate management and market research. Prof Lam has extensive experience in guiding organizations through data-driven strategy development. His innovative teaching methods and practical approach make him an exceptional leader for this course.

1.6.     Why Choose This Course

• Expert Leadership: Learn under the guidance of Ir Prof Alan Lam, whose expertise guarantees a high-quality learning experience.
• Comprehensive Curriculum: Covers all critical aspects of market research, enabling participants to become proficient in various methodologies and applications.
• Interactive Sessions: Engage in workshops and case studies that provide hands-on experience and promote collaborative learning.
• Real-World Applications: Gain insights from real-world case studies and examples that illustrate practical implementation of course concepts.

1.7.     What Will You Obtain

• Enhanced Research Skills: Develop the ability to conduct thorough and effective market research.
• Strategic Insights: Learn to analyze and interpret data to inform strategic business decision-making.
• Communication Skills: Master the art of presenting research findings in a clear and impactful manner.
• Technological Proficiency: Gain proficiency in utilizing modern tools and technologies for data collection and analysis.
• Ethical Standards: Understand and apply ethical principles in all market research activities.

1.8.     Suitable Candidate

• Senior Management and Corporate Teams: Ideal for those looking to enhance their strategic decision-making capabilities.
• Executives in Strategic Planning and Marketing: Beneficial for professionals involved in shaping business strategy and market positioning.
• Department Heads and Project Managers: Suitable for leaders who need to integrate market insights into their projects and initiatives.
• Aspiring Market Research Analysts: A perfect fit for individuals aiming to build or enhance their expertise in market research techniques and methodologies.