Academy for Continuing Education (ACE)

This is a specialised programme designed to enhance participants’ capabilities in market research.

The course equips learners with the skills of qualitative market research through a hands-on experience covering the various phases of the qualitative research process, including discussion guide design, focus group discussion dynamics and analysis.

The course also equips learners with quantitative market research techniques, including sampling and data collection methods, questionnaire design, data preparation and analysis.

Learners can apply the skills in market research to gain consumer insights and use analytics to make improved business decisions.

The modules within the course are:

• Qualitative Research
• Application of Qualitative Research
• Quantitative Research
• Application of Quantitative Research
• Business Analytics
• Market Research Project Proposal

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Learning Objectives

By the end of the workshop, participants will be able to:

• demonstrate understanding of qualitative and quantitative research methods

• know key features and applications of  qualitative and quantitative research methods

• understand the basic principles and applications of business analytics

• learn the core concepts of research proposal writing

Who should attend?

Marketing research executives, consumer insight executives, marketing executives, brand executives, e-commerce executives, retail executives

Certification

Participants will be awarded a certificate of completion upon meeting the 75% course attendance requirement.

For courses with assessment component, participants will be awarded the certification of completion upon passing the assessment. Otherwise, a certification of attendance will be issued instead upon meeting the 75% course attendance requirement.