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Virtual course


Market Research acts as the foundation to building a marketing strategy and can be used to support all marketing decisions – from communications campaigns to market planning and strategy. Information-based decision making is about using data and evidence that supports the decision-making process.

In the current climate, the importance of market research to gather feedback, understand the needs and expectations of clients and to monitor trends has become even more important.

Being able to locate sources of data and information and then analyse and present the information to support management decisions are fundamental skills in marketing. This workshop will provide the key skills necessary to plan, undertake and make use of marketing information in an efficient and timely manner for better business decisions.

Who should attend?

This workshop will be especially useful for managers and executives who are managing or implementing market research projects; whether you are responsible for commissioning research from internal or external providers or are responsible for market research as part of your wider role.

Learning outcomes

  • The 10 steps of a market research project
  • How to write an effective market research brief
  • Define your market research objectives
  • When to use qualitative and when to use quantitative information
  • The uses and limitations of desk research
  • Why primary research is sometimes necessary
  • Choosing between an online survey, focus groups or other methodologies for fieldwork
  • What size of sample will provide robust results?
  • What to consider when designing your research questionnaire
  • How to analyse your findings into insight to present to others
  • Determining your market research budget


Course Dates

Start Date Duration Location
20 May 2021 1d Virtual
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22 Jul 2021 1d Virtual
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14 Sep 2021 1d Virtual
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17 Nov 2021 1d Virtual
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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.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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