Centre for Continuing Education

Market and Social Research Course

Marketing Communications. Connect better with your audience.

Learn Marketing Communications the smart way with Marketing Communications courses at CCE, the University of Sydney.

Learn to project manage market and social research projects.

Market research is conducted in support of commercial projects; social research is conducted to gather opinions and thoughts from the general public. This course focuses on the objectives and methodologies of these two areas of research, and how they are applied in the commercial, private and public sectors.

Aims

The aim of this course is to introduce participants to managing market and social research. Participants will learn the objectives and methodologies for each research area. Market research will focus on research undertaken within the commercial sector; social research will focus on not-for-profit/ government research.

Outcomes

Upon successful completion of this course, participants should be able to:

  1. Identify the difference between market and social research.
  2. Describe the process for managing a research project – from receiving a client brief, creating the study, time management and delivering the project.
  3. Apply research methods and techniques to manage a research project.

Content

This course covers the following topics:

Distinguishing market and social research

  • Commercial research purpose: research for products and services for the purpose of profit
  • Social research purpose: community and policy driven

Research methods

  • Qualitative vs quantitative methods
  • Application of qualitative methods – focus groups and in-depth interviews
  • Application of quantitative methods – surveys (paper, online, CATI)
  • Ethics and legal boundaries

Sampling

  • Sampling techniques
  • Sampling bias
  • Recruitment of samples

Reporting

  • Data analysis and data visualisation

Intended Audience

This course is intended to integrate project management with social and market research. This approach is particularly useful for those who are intending to pursue a role, or who are at an early career stage within the social /market research space.

Delivery Style

This is a full day workshop. The first part will focus students on decision making to solve simulated problems on a personal and organisational level. The second part will take participants on a journey of design thinking whereby participants work in groups to create or innovate a concept.

Materials

Case studies will be sent to participants prior to the workshop.

Features

  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • Statement of completion