Market Research & Analysis (SPSS)

Course name:Market Research & Analysis (SPSS)
Start date:18 Oct 2018
Finish date:19 Oct 2018
Number of days:1
Day of week:Thu
Training fees:$ 190.00 (Local NGO), $ 220.00 (International NGO)

 Introduction: Marketing experts rely on clearly defining goals to determine the business strategies when placing a product in the market. Leveraging research to learn more about your target audience is the main subject to the business for the Marketing Strategy. In this course you will learn how to be an intelligent consumer of information when it comes to marketing research and analysis, so you can become a more effective decision maker. You will first look at marketing research, including the purpose and goals of research, how to balance the ideal with reality in doing research, and how to apply the six stages of research to a marketing situation.

Next you will examine different ways to analyze the data received through marketing research. Using formulas to determine how it affects the profitability of new products and the value of a long-term customer, you will perform a basic sensitivity analysis to assess your results.
  I. Overview to market  Baseline Survey

   - Introduction

  - Why isMarket baseline survey in necessary?

  • Purpose of baseline survey
  • Definition
  • Who undertake the baseline survey?
    II.Establish Survey Objective

  III. Establish the Unit of Analysis

    Types of Unit of Analysis

        - Individual

       - Social group

   3. Organization

  4. Settlements
  5. Program/projects  

   IV. Sampling Procedures and Sample Size

  A. Sampling procedures for qualitative research

   1Opportunity Sampling

   2. Purposive or judgmental sampling

   3. Snowball sampling

B. Sampling procedures in quantitative studies

   1. Pre-data collection visit

    2. Simple random sampling

    3. Stratified or strata sampling

    4. Systematic random sampling

    5. Cluster sampling                     

    6. Multiple phase sampling 

 C. Determining the sample size

  V. Determine Data Collection Methods

   1. Introduction

  2. Some Choices of data collection method

  3. Comparison of Major Data Collection Method

 4. Secondary data 

  5. Primary data

 VI. Identify Data Sources for Your Indicators


          2.  Specific individual

          3. General public

   VII.     Questionnaire Design


 - Questionnaire Development

  - Content


     3. To write effective questions

      4. Format and Style

     5. Guideline for Data Collector

     6. Field pre-testing

   VIII. Formulating Questions

 1. Types of questions

                 - Open-ended questions           

                  - Closed questions

                 - Probe questions

         2. Common errors in designing questions

                 - Leading questions

               - Poorly constructed questions

  3. Questions using scaling techniques

   4. Sensitive questions5. Format and layout of questions

   IX. Processing and Summarizing the Data

     1. Quantitative Data Analysis

             1.1 Preparing for data handling

                 - Editing the raw data
               - Collapsing data onto the database
                - Cleaning the data 
               - Data reduction or summarizing the data
                -  Organize the Data
                - Descriptive statistics
                - Dealing with multiple response
                - Classify and group/consolidate the data

 2. Qualitative Data Analysis

 Who should attend : Marketingsupervisor, manager, business development suppervisor/manager/, M& E supervisors/managers.

 Languages: Khmer language will be used by our professional trainers for the course with some technical English terms and handout is in Khmer and English.

Training Venue: G-Mekong Hotel,Mondol Kiri, Tonle Basac, Training Studio in Phnom Penh

Training Timing:  8:00am till 5:00pm two full intensive days

Included: Handout in Khmer and English- Handout in both hard copy and soft copy - Lunch for two days - Snack all training time – Software Tools for the course- Certificate of Attendance - Coaching after the course, Soft PTT, Training report if needed

Registration: a- The first 2 participants will be 5 % discount if prepayment and b- 5 % discount for the former participants

To register, kindly send us the followings via email or SMS: (your name, Tel, company & position) to or 092 220 316 / 016 623 934. The deadline of the registration is two day before the course.

Payment Method: Pre-payment or payment upon arrival is necessary.

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