Market Research Fundamentals: Focus on the focus group

Course Code: MAR201-WS
Day: Sat Time: 10:00-16:30 Hours: 6 Sessions: 1 Instructional Language: English Location: In-Person (Tokyo)

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Course Description

Market research is a key business function that allows firms to learn about their buyers, uncover market opportunities, refine business plans, de-risk new initiatives and continuously maximise customer value. Yet, for many people in business, this is an area that is neglected because of a perceived lack of resources or specialised skill. This interactive workshop will begin with an overview of the main methodologies used in market research and their business applications. These include desk research, cultural analysis, qualitative research and quantitative research. Real life examples of market research in action will bring the methodological concepts to life. Further, participants will have an opportunity to get hands-on experience in designing and running their own focus group. The skills learned will be immediately applicable in real-life business situations. This full-day introduction to cost-effective market research methods that can be put in place by anyone, immediately.

Professional Training Certificate Elective Course For:


No textbook required


Dominic Carter

Instructor Biography

Dominic Carter is a working market research practitioner and entrepreneur with over 25 years experience (20 of those in Japan). He is the representative director and CEO of the Carter Group, which includes market research firm CarterJRMN. His education and early career was spent in Australia, and he has lived and worked in Japan since 1999. Dominic has extensive experience in cultural marketing adaptation, communications testing, brand development, brand tracking and consumer research. He also lectures for the Japan Market Expansion Competition in the areas of marketing and marketing research.