Module 1: Foundations of Market Research and the Consumer Landscape

• Definition, scope, and strategic role of Market Research (MR) in business
• Differentiating between primary and secondary research
• The Market Research process: A step-by-step guide
• Understanding the consumer decision journey and touchpoints
• Ethical considerations and data privacy (GDPR, CCPA) in data collection
• Practical session: Designing a basic MR plan for a new product launch

Module 2: Secondary Data and Market Sizing

• Identifying sources of secondary data (internal sales data, syndicated reports, public data)
• Techniques for market sizing, volume estimation, and forecasting
• Gathering and analyzing competitive intelligence and benchmarking
• Synthesizing disparate secondary data sources for strategic insight
• Identifying and quantifying macro market trends and opportunities
• Practical session: Conducting a market size estimation exercise for a target industry using publicly available data

Module 3: Qualitative Research Methods

• When and why to use qualitative research (exploratory vs. diagnostic)
• Designing effective discussion guides and projective techniques
• Techniques for conducting and moderating Focus Group Discussions (FGDs)
• Best practices for conducting In-Depth Interviews (IDIs) and ethnography
• Principles of qualitative data transcription and basic thematic analysis
• Practical session: Moderating a mock IDI session and writing key qualitative takeaways

Module 4: Fundamentals of Quantitative Research Design

• Survey research design and choosing appropriate administration modes
• Principles of writing clear, unbiased, and effective survey questions
• Sampling theory and techniques (probability vs. non-probability sampling)
• Methods for determining and validating appropriate sample size
• Data cleaning protocols: Handling missing data, outliers, and logical checks
• Practical session: Designing a structured online questionnaire using best practice question types and flow logic

Module 5: Descriptive Statistics and Data Visualization for Insights

• Measures of central tendency (mean, median, mode) and dispersion (standard deviation, variance)
• Using cross-tabulation and pivot tables for initial data exploration
• Calculating and interpreting brand performance indices and weighted averages
• Principles of effective data visualization for reports (chart selection, design)
• Identifying and tracking key performance indicators (KPIs) from survey data
• Practical session: Creating a dashboard of descriptive statistics and key visualizations from raw survey data

Module 6: Hypothesis Testing and Statistical Inference in Market Research

• Formulating null and alternative hypotheses in a business context
• Selecting the right statistical test for comparing segments (t-tests, ANOVA, Chi-square)
• Interpreting p-values, significance levels, and confidence intervals in research
• Assessing statistically significant differences between market segments and populations
• Understanding Type I and Type II errors and the concept of statistical power
• Practical session: Conducting t-tests and Chi-square tests to compare two market segments on key attitude statements

Module 7: Segmentation, Targeting, and Positioning (STP) Analysis

• Bases for segmentation: Demographic, psychographic, geographic, and behavioral variables
• Introduction to multivariate segmentation techniques (e.g., Cluster Analysis)
• Evaluating segment attractiveness and selecting optimal target segments
• Developing and interpreting perceptual maps for competitive positioning
• Crafting effective and differentiated positioning statements based on insight
• Practical session: Performing a Cluster Analysis on simulated consumer data to define market segments

Module 8: Regression and Predictive Modeling

• Simple and Multiple Linear Regression for modeling demand and forecasting sales
• Differentiating between correlation, association, and causation in market data
• Using regression to model the impact of marketing mix elements (price, promotion)
• Introduction to Logistic Regression for predicting binary outcomes (e.g., likelihood to purchase)
• Interpreting model coefficients, $R^2$, and measures of model fit
• Practical session: Building and interpreting a Multiple Linear Regression model to predict a continuous outcome like customer satisfaction

Module 9: Advanced Measurement and Scaling Techniques

• Advanced attitude and opinion scaling (Semantic Differential, Stapel, Thurstone)
• Introduction to Conjoint Analysis for product feature prioritization and pricing strategy
• MaxDiff (Best-Worst) scaling for measuring preference and importance
• Calculating and interpreting the Net Promoter Score (NPS) and its drivers
• Understanding Validity (measurement quality) and Reliability (consistency)
• Practical session: Running a Conjoint Analysis simulation to determine optimal product feature mix

Module 10: Reporting, Storytelling, and Actionable Insights

• Structuring and writing a clear, concise, and compelling market research report
• The principles of data storytelling: Developing a narrative and thesis
• Translating complex statistical findings into clear, actionable business recommendations
• Presentation techniques for delivering impact to executive and non-technical audiences
• Research ethics: Ensuring data integrity and client confidentiality in final reporting
• Practical session: Developing and presenting a final research report, focusing on actionable insights and recommendations

Requirements:

• Participants should be reasonably proficient in English.
• Applicants must live up to Armstrong Global Institute admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.

2. Invoice: We can send a bill directly to you or your company.

3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

2. Participants may cancel attendance 14 days or more prior to the training commencement date.

3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588