Market Research and Analysis

INTERNATIONAL TRAINING ON MARKET RESEARCH AND ANALYSIS

COURSE BACKGROUND

In today’s highly dynamic and data-rich business environment, success is rarely a matter of guesswork. Organizations that thrive are those that make informed, strategic decisions based on a deep understanding of their customers, competitors, and the broader market landscape. Without systematic Market Research and Analysis, businesses risk launching products that no one wants, entering markets they don’t understand, and developing marketing strategies that miss the mark. The financial and strategic costs of such missteps can be substantial, making reliable market intelligence an indispensable asset.

A comprehensive approach to market research provides the foundational data needed for every critical business function, from product development and branding to pricing and strategic planning. This is particularly vital in rapidly evolving markets such as Kenya and the wider East African region, where consumer behaviors are changing quickly, and competition is intensifying. The ability to collect, analyze, and interpret market data gives local businesses a crucial edge in identifying untapped opportunities, adapting to consumer needs, and outmaneuvering competitors.

ECAS Institute offers this “Market Research and Analysis” course to equip business professionals, marketing managers, entrepreneurs, and strategists with the essential skills to conduct, manage, and interpret robust market research. This program will empower participants to gather actionable insights that drive smarter decisions and ensure their strategies are grounded in reality, not assumption.

COURSE OBJECTIVES OF THE TRAINING

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

Understand the strategic role of market research and the entire research process.
Formulate clear research objectives and design a robust research plan.
Master both qualitative and quantitative research methodologies.
Develop effective data collection instruments such as surveys and interview guides.
Apply correct sampling techniques to ensure data reliability and validity.
Conduct and interpret data analysis using a variety of tools and techniques.
Prepare and present compelling research reports that translate data into actionable insights.
Navigate ethical considerations and challenges in conducting market research.
Utilize market research findings to inform strategic business and marketing decisions.

WHAT YOU WILL LEARN

This course will provide you with the comprehensive toolkit to design, execute, and analyze market research projects, enabling you to make data-driven decisions that fuel business growth and success. You will learn to:

Define a market research problem and translate it into a clear research brief.
Choose between primary and secondary research and select appropriate methodologies (e.g., surveys, focus groups, interviews).
Design effective questionnaires and discussion guides.
Select and implement various sampling techniques (e.g., random sampling, stratified sampling, convenience sampling).
Manage the data collection process and ensure data quality.
Analyze both qualitative data (e.g., thematic analysis) and quantitative data (e.g., descriptive statistics, basic inferential statistics).
Utilize popular data analysis software (e.g., Excel, introduction to specialized tools).
Write a professional and impactful market research report that includes an executive summary, findings, and strategic recommendations.
Deliver persuasive presentations of research findings to internal stakeholders.
Understand and apply the ethical guidelines for market research.
Keep up with emerging trends in market research such as online surveys, big data, and social media listening.

DURATION AND PROGRAM

This is a structured, highly practical, and analytical training course designed for the direct application of market research methodologies. The program will feature a blend of expert-led lectures, interactive workshops on research design and survey creation, hands-on exercises in data collection and analysis, and real-world case studies of successful research projects (including examples from the Kenyan context). Participants will work on a collaborative mini-research project from inception to final report, fostering both technical proficiency and strategic thinking. The specific duration of the course will be communicated upon registration, tailored to ensure comprehensive coverage and the development of actionable research expertise.

TARGET PARTICIPANTS

This course is essential for any professional who needs to understand market dynamics, consumer behavior, or competition to make better business decisions. It will particularly benefit:

Marketing Professionals and Brand Managers
Market Research Analysts and Consultants
Business Owners and Entrepreneurs
Product Managers and Product Developers
Strategic Planners
Sales Managers
Communication and PR Specialists
Students in business, marketing, or research-related fields.
Anyone responsible for business intelligence and data-driven strategy.

TRAINING MODULES

The course is structured into comprehensive modules, guiding participants through the complete lifecycle of a market research project:

No	Module	Details
1.	Foundations of Market Research	This module introduces the role of market research, the research process, and the different types of research available to businesses. Key Topics: Definition of market research, strategic value of research. The research process (from problem to report). Types of research (exploratory, descriptive, causal). Primary vs. secondary data.
2.	Research Design and Methodology	This module focuses on formulating research objectives and designing a suitable research plan using both qualitative and quantitative approaches. Key Topics: Defining the research problem and objectives. Qualitative research methods (focus groups, in-depth interviews). Quantitative research methods (surveys, experiments). Mixed methods research.
3.	Module 3: Data Collection Techniques	This module covers the practical tools and techniques for gathering data from target audiences, ensuring accuracy and relevance. Key Topics: Survey design principles, questionnaire development. Online survey tools. Interview guide creation. Observation techniques. Ethical data collection practices.
4.	Sampling and Fieldwork	This module explores how to select a representative sample from the target population to ensure that research findings can be reliably generalized. Key Topics: Population vs. sample. Probability sampling techniques (simple random, stratified). Non-probability sampling techniques (convenience, quota). Determining sample size. Managing fieldwork.
5.	Data Analysis	This module provides an introduction to the analytical techniques used to interpret and make sense of both quantitative and qualitative data. Key Topics: Data cleaning and preparation. Descriptive statistics (mean, median, mode). Introduction to inferential statistics. Qualitative data analysis (thematic analysis). Using spreadsheet software for analysis.
6.	Report Writing and Presentation	This module focuses on how to translate complex research findings into a clear, concise, and actionable report for business decision-makers. Key Topics: Structure of a research report (executive summary, methodology, findings, recommendations). Best practices for data visualization. Creating compelling presentations. Communicating insights effectively.
7.	Emerging Trends and Ethical Considerations	This module explores the future of market research and the critical ethical guidelines that govern the field. Key Topics: The impact of big data and AI on research. Social media listening. Online communities. Ethical principles in research (consent, privacy, objectivity). Avoiding research bias.

TRAINING STYLE

The modules will be taught through PowerPoint presentations, and lectures and will include a case study/field visit, breakout sessions, case studies and other interactive discussion components.

The course will also include a few guest speakers, both in person and via Zoom and other online learning platforms for overseas speakers. This provides useful real-world insights alongside the more theoretical aspects of the course.

The conference faculty shall consist of experienced decision makers, as well as practitioners and representatives from established educational and research institutions active around climate change, engineering and international development. Throughout the course, theoretical presentation of concepts will be moderated and more group discussions and plenary engagements will be optimized. PowerPoint presentations will be made by facilitators and resource persons, to highlight key concepts before embarking on group work.

GENERAL NOTES

Training manuals and additional reference materials are provided to the participants.
Upon successful completion of this course, participants will be issued with a certificate.
We can also do this as a tailor-made course to meet organization-wide needs. Contact us to find out more: info@ecasiafrica.org.
Payment should be sent to our bank account before the start of training and proof of payment sent to: info@ecasiafrica.org.

ABOUT ECAS INSTITUTE

The ECAS Institute designs and delivers independent and targeted training, research, and consulting services. Our work focusses on climate change and resilience building, carbon markets, renewable energy, nature-based solution, biodiversity conservation, agriculture and food systems, We are located in Nairobi Kenya and work across the African region. We have implemented training and research assignments in Kenya, Tanzania, Uganda, South Sudan, Somalia, Malawi, Rwanda, Congo, and South Africa. Globally, we have supported our partners from the UK, Denmark, Italy, Sweden, Germany, and USA.