Course Outline

• An overview of market research techniques, processes and how to evaluate results.
• Why conduct market research and the important part it plays, particularly during an economic downturn to focus organisations to achieve a competitive advantage
• Theory of market research: Descriptive vs. Causal studies, Cross-Sectional vs. Longitudinal/Causal Studies, Experimentation vs. Observational approaches, Qualitative vs. Quantitative, Secondary vs. Primary approaches.
• Overview of market research techniques (Secondary, Primary, Quantitative and Qualitative, including the pro’s and con’s from a Regional perspective
• The different market research levels available such as Ad-Hoc, Total projects, Field only, Field and Tabs research projects, Multi-Client studies, Syndicated Research & Omnibus studies
• How to determine when you need market research, budget and timelines
• What can be done in-house and what should be done by a research agency
• How to prepare a research brief for research agencies
• An insider’s guide on how to evaluate research proposals and manage projects.


• How to help you make the most of market research by producing actionable results.
• How to manage market research projects and agencies
• How to critically evaluate and manage each stage of the research process
• Rules and regulations from MRS and ESOMAR. Using market research results responsibly and data protection issues
• How to strategically analyse the research results
• How to incorporate recommendations into your organisation’s objectives.


• Evaluating the strategy of an organisation and how research can help each stage.
• Overview of research strategic approaches
• In-depth review of an ‘Effects Based Operation’ structure and production of indicators from research and actual behaviour as a measurement of success
• Theory and example on how research can strategically guide and monitor the progress of an organisation longitudinally
• Identification of target segments through advanced cluster analysis techniques based upon personality, lifestyle & behaviour
• How to build a CRM database and through various touch points for insight and follow-up market research
• How to develop a knowledge sharing resource.


• An overview of market research techniques, processes and how to evaluate results.
• In-depth questionnaire design techniques
• How to combine research approaches to provide in-depth multimodal research approaches
• Statistical tools available to aid analysis
• Sampling and survey techniques in order to ensure validity, reliability, impartiality and currency
• Different approaches to present research results and expectation with research deliverables from agencies
• Discussion on how ideas spread from me to we marketing and how market research can help
• Review of market research results conducted in Pakistan by Real Opinions on the concept of viral communication.


• Review and evaluation of new market research approaches.
• Web 2.0 (Internet message boards and communities such as LinkedIn, Facebook and Twitter)
• Mobile research and fixed location feedback
• Internet quantitative research using panels, website visitors and fusing with actual behaviour
• Virtual online focus groups and communities such as Second Life
• Research results presented and discussed in the evolving youth in the Regional and use of new technology and the influence it is having upon their goals, aspirations and media consumption.

For Registration Contact:
Mohammed Phaysal
Cell: +92 300 213 38 49 & 0321 278 1000

E-mail or fax your nomination(s) to:
E-mail: phaysal@terrabizgroup.com, register@terrabizgroup.com
Tel.: +92 21 3455 0319 & 3455 0431
Fax: +92 21 3455 7264

Send your cheque in favour of “Terrabiz” to:
Murad Hassan
Suite # 403, Shahwar Trade Centre,
Above Standard Chartered Bank, Allama Iqbal Road branch,
P.E.C.H.S, Block 2,
Karachi, Pakistan.

Tel: 021-3455 0431, 3455 0319
Cell: 0300-9220647, 0321-2781000

Website: www.terrabizgroup.com

Rs. 22,500/- per participant