Course curriculum

The what, why and how of market research for small businesses is a course for business owners who have no or little market research knowledge. By then end of this course, you will have planned, conducted and evaluated your own market research.

  • 1

    Introduction

    • Welcome and Lesson Structure
  • 2

    Lesson 1: What is market research?

    • 1.1 The definition of market research

    • 1.2 The benefits of market research

    • BWi - Market Research Lesson 1
  • 3

    Lesson 2: What are the types of data, collection methods and sources available?

    • 2.1 Types of data

    • 2.2 Sources and methods of collection

    • BWi - Market Research Lesson 2 Guide
  • 4

    Lesson 3: What are the pros, cons and costs?

    • 3.1 Pros and cons of research methods and a guide on costs

    • BWi - Market Research Lesson 3
  • 5

    Lesson 4: Types of research and how to conduct them

    • 4.1 Types of research plans

    • BWi - Market Research Lesson 4
  • 6

    Lesson 5: Creating your own market research plan

    • 5.1 Background: where are you now?

    • 5.2 Objectives: what do you want to find out?

    • 5.3 Tactics: what are you going to do?

    • 5.4 Considerations: ethics

    • 5.5 Considerations: resources

    • 5.6 Accountability: keeping on track

    • BWi - Market Research Lesson 5

    • BWi Market Research Plan Template
  • 7

    Lesson 6: Evaluating your market research findings

    • 6.1 Validating your sources, sampling and methods used

    • 6.2 Identifying trends, patterns and issues

    • 6.3 Drawing conclusions from your gathered insights

    • BWi - Market Research Lesson 6
  • 8

    Conclusion

    • Summary of the course

    • Tell us what you think