Dynamic Market Intelligence
Day 1
AN OVERVIEW OF COMPETITIVE INTELLIGENCE (CI)
Today’s dynamic marketplace demands evolving, intelligence-driven strategies. Effective CI can help your company to:
- Uncover emerging opportunities
- Discover external threats
- Cut reaction time in the face of changing conditions
- Survive in a competitive marketplace
We lay the foundation for the course by learning about this valuable tool and how it can help create and sustain a competitive advantage.
Understanding CI
- What is CI
- Rules of gathering and using intelligence
- How foresight can deliver a competitive advantage
- Constructing an “early warning” system
Transforming data into intelligence
- Developing a search process
- Advantages of multiple sources
Day 2
DESIGNING AND MANAGING THE RESEARCH PROJECT
You’re looking for the right answers…but to find them you need to ask the right questions. Learn how to create a marketing research project that delivers the knowledge you need.
The marketing planning process and related research issues
- Accurate project definition
- The importance of both primary and secondary data
- Specific research issues including pricing, voice of the customer, metrics
Data collection procedures
- Qualitative and quantitative techniques
- Comparing survey methodologies: sample and response rate issues
Day 3
QUESTIONNAIRE DESIGN AND FORMAT
After designing your project, you’ll learn how to be a more critical producer, presenter and consumer of survey information. During this session, you’ll have the opportunity to practice identifying questionnaire construction flaws.
The limits of survey information
Questionnaire formats that reduce bias and make data analysis easier
- Current research on the known effects of question structure and rating
- Sources of random errors in survey responses
- 14 common “systematic errors” respondents make on surveys...and how to minimize them
How to write questions that work
Day 4
USING INTELLIGENCE TO DRIVE EFFECTIVE DECISION MAKING
You’ve designed your research project, created your questionnaire and gathered valuable responses...but don’t stop there! Learn how to distill your data to draw legitimate conclusions and create an effective decision-making tool.
An introduction to coding, editing and tabulating
General procedures for analyzing differences and/or relationships
- How to select appropriate analytical techniques
- Statistical tests and what they mean in everyday language
Tips for making complicated data user-friendly
Schedule
Evening before course — Optional dinner for those arriving early
Days 1, 2 and 3 — 8:15 a.m. – 4:30 p.m. Session
Day 4 — 8:15 a.m. – 12:30 p.m. Session