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Dubai 5 October 2026
Training Programme

Marketing Research Skills

1Summary

This course in Marketing Research Skills, designed by Arab British Fellowship Training Academy offers this course to provide a basic understanding of the research methodology and its implementation in marketing.

Participants will also learn how to initiate a research project for targeted business needs, conduct research through multiple modes and datasets, analyze research data, manage suppliers performing specialized research, and deliver recommendations from the research. By the end of the specialization, learners will create and scope a research proposal, conduct desk research, design and test a focus group guide, interpret focus group results, design and implement a survey in Qualtrics, analyze quantitative data, develop insights by synthesizing findings across research methods, create data visualizations in Excel, and develop a presentation of findings with recommendations to stakeholders.

2Objectives and target group

Who should attend?

  • Marketers and Managers.

  • Marketing Professionals.

  • Business and start-up owners.

  • Professional Marketing students.

  • Those responsible for developing market research.

  • Those wishing to develop their capabilities in this field.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

    • Learn the steps process to Market Research.

    • Learn to do a Market Research brief.

    • Design an effective questionnaire and launch your survey to the target audience

    • Analyze survey results, perform basic calculations, synthesize research findings and develop and deliver insights

      • Learn research methodologies and analyze research data.

      • Discover the role of data in Market Research.

3Course Content

Course Content:

  • Introduction to Marketing.

  • The role of Marketing in the success of an organization.

  • Introduction to Market Research.

  • The marketing research process.

  • Marketing Research Industry.

  • The Research Brief.

  • Sampling.

  • Designing Questionnaires.

  • Research methodologies.

  • The marketing information system.

  • Data analysis.

  • Quantitative and Qualitative data.

  • The role of data and database.

  • Presenting research findings.

  • Marketing information and research.

  • Manage suppliers performing specialized research.

  • Deliver recommendations from the research.

  • Conducting desk research.

  • Design and implement a survey in Qualtrics.

  • Analyze quantitative data.

  • Develop insights by synthesizing findings across research methods.

  • Create data visualizations in Excel.

  • Develop a presentation of findings with recommendations to stakeholders.

  • Developing strong analytical skills.

  • Presentation and reporting skills.

  • Integrating diverse data sources and qualitative research methods.

    • Knowledge of multiple research methods.

    • SEO and SEM.

    • CRM and marketing automation.

    • Content management system (CMS).

    • Introduction to digital marketing research.

    • Multi-device and multi-tasking research.

    • The importance of understanding your customer buying process.

    • What is web testing?

    • Web testing types.

    • Marketing and social media.

    • Practical applications and case studies.

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Marketing Research Skills