Introduction to market research

Course aim
This interactive full day course provides an introduction and overview to research. It will help practitioners understand the difference between primary and secondary research and quantitative and qualitative techniques. It will include discussion of ethical approaches to research, how to avoid biases, issues of representivity and how to present findings. 

Who should attend?
All PR and Comms practitioners wanting to have an overview and understanding of research. It is particularly suitable for people who need to undertake research or commission research to help with strategy or campaign insight or evaluation.

What to expect

  • you’ll take part in a number of interactive exercises both leading and participating
  • there will be plenty of discussion
  • some background reading

Course objectives
Participation in the course will provide you with the knowledge to:

  • Understand the different types of research available to PR practitioners and their uses
  • Know how to undertake desk research effectively 
  • Understand simple quantitative methods such as surveys, panels, polls, referenda their uses and limitations
  • Explore a range of qualitative methods such as structured interviews, focus groups, deliberative panels and citizens juries

Member: £480 inc VAT
Non-member: £660 inc VAT

When
03/09/2020
Where
etc.venues - Chancery Lane 50-52 Chancery Lane London WC2A 1HL

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