Marketing Research Toolkit

Learn how to select a marketing research project that will best meet the needs of your institution. Marketing Research Toolkit will help you prepare for a research topic, enabling you to answer questions from management and determine the appropriate project scope. For example, would secondary studies meet your needs or should you conduct primary research? If primary research is necessary, the Toolkit will assist you in designing and directing a targeted and cost effective study.

Marketing Research Toolkit includes an implementation guide that discusses the methodology, frequency, sample size, and type (outsource versus in-house) of marketing research programs. It also presents an overview and discussion of the preferred method, sampling and instrument for four different marketing research projects:

• onboarding
• customer service, satisfaction and loyalty tracking
• market awareness and competitor research
• attrition