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Research for Strategic Development

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Research for Strategic Development

The aim of this unit is to develop the knowledge, understanding and skills required to conceptualize and carry out research to meet the needs of strategic business management.

Learning outcomes. The learner will:

1. Be able to formulate a research proposal relating to strategic business development

2. Be able to use different research methodologies to gather sufficient and valid data

3. Be able to present research findings in an appropriate format for a target audience

4. Be able to evaluate own skills while undertaking research

Chapter 1



Chapter 2




Chapter 1 - Introduction of Market Research

Chapter 2 - Market Research Design

Chapter 3 - Uses of Market Research

Chapter 4 - Qualitative Research

Chapter 5 - Desk Research

Chapter 6 - Focus Groups

Chapter 7 - Depth Interviewing

Chapter 8 - Observation and Ethnography

Chapter 9 - Quantitative Research

Chapter 10 - Sampling and Statistics

Chapter 11 - Questionnaire Design

Chapter 12 - Face to Face Interviewing

Chapter 13 - Telephone Interviewing

Chapter 14 - Self-Completion Questionnaires

Chapter 15 -  Online Surveys

Chapter 16 - Data Analysis

Chapter 17 - Using Market Research to Segment Markets

Chapter 18 - Using Market Research to Improve a Brand Position

Chapter 19 - Using market Research to Improve Customer Satisfaction

Chapter 20 - Using Market Research to Achieve Optimum Pricing

Chapter 21 - Using Market Research to Enter a New Market

Chapter 22 - Using Market Research to Test Advertising Effectiveness

Chapter 23 - Using Market Research to Launch a New Product

Chapter 24 - Reporting

Chapter 25 - International Market Research

Chapter 26 - Research Trends

Chapter 27 - Ethics in Market Research



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