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The Certificate in Market and Social research (MSR) is intended to meet the growing need in the country for a more data-driven business and social process. It will provide high quality instruction in the profession of market and social research. The innovative curriculum of the programme is industry - focused and will be delivered by an international faculty which includes GfK experts and specially trained SMC faculty.

OBJECTIVES
1.    To develop an understanding of market and social research including research design and methodologies.
2.    To impart skills in how to execute field studies in MSR, translate data into findings and report findings.
3.    To instruct participants in the use of social media in market and social research.
4.    To imbue students with the ethical dimensions of market and social research as a means of acquiring the culture of professionalism and personal integrity.
5.    To optmize participants’ understanding of the culture and values of their organizations.

EXPECTED OUTCOMES AND BENEFITS
At the end the programme, participants would

• Have industry-ready professional knowledge and skills as market and social researchers
• Qualify to apply for Full Membership of the UK Market Research Society
• Join the SMC Alumni and Knowledge Network

Duration
Six months (inclusive of 30 days classroom session and six weeks internship)

Course Fee
N480,000 per participant.

FOR WHOM
-    Brand managers/sales executives
-    Marketing executives/managers
-    Community relation managers
-    Social workers
-    Public Relation managers/executives
-    Business Development managers/executives
-    Market Research Analysts
-    CSR managers


DESCRIPTION OF MODULES
FUNDAMENTALS OF MARKETING
This module will introduce the participants to the essential areas of marketing and the marketing environment.

INTRODUCTION TO MARKET RESEARCH
This module introduces the students to the history and various approaches to market research. It distinguishes the fundamental differences underlining the different types of research. It discusses the research cycle and process and highlights the challenges and opportunities in market research.

QUANTITATIVE RESEARCH METHODOLOGY
This module will introduce participants to quantitative research methodologies. It will guide the participants through the process of research planning to the design of research instruments, through sampling techniques to the challenges of different data collection modes, interpretation of data and basic report writing. It also explores the cultural and class differences in responses to classic market research

QUALITATIVE RESEARCH METHODOLOGY
This part of the programme will introduce participants to the characteristics and various approaches to designing and conducting qualitative research projects in market research. Students will gain hands-on experience in various qualitative methods and analysis techniques.
 SOCIAL MEDIA AND MARKET RESEARCH
This module examines the use of web 2.0 technologies in the context of market research. Especially in the Nigerian context web 2.0 is notably used in order to socialize and network. This class, however, will pay particular attention to the use of online platforms and their effect on market research.

REPORTING RESEARCH FINDINGS
This aspect explores the commercial impact of research. Participants learn how to turn data into findings and the techniques for organizing and presenting  research findings. It introduces the students to Insight and Fact-based-consultancy, the development of action plans and appreciation of stakeholders’ engagement.

PROFESSIONAL AND MARKET RESEARCH ETHICS
The module explores the need for ethical considerations in the research; sets out the ethical criteria for market research and the importance of personal code of ethics. It aims to positively imbue students with the ethical dimension of marketing as a means of acquiring the culture of professionalism and personal integrity.

SOCIAL RESEARCH
This is a study of the scientific methods of research for social/community workers and those engaged in the corporate social responsibility tasks for businesses or organizations. It examines the concepts, framework and contexts of social research in Nigeria and expounds the skills for planning, conducting and evaluating social programs and resource management. Topics include action research, applied research, research influence on policies and practice, effective communication of results.

STATISTICS IN MARKET AND SOCIAL RESEARCH
This aspect of the programme  is a hands-on instruction in the use of computer-based statistical analysis. The module is based on the SPSS  software (Statistical Package for Social Science). It covers the areas of multivariate analysis and modeling; cluster analysis and segmentation and conjoint techniques.

CONSUMER PANEL RESEARCH
Panel research module considers the history, methodologies and principles of different types of consumer and retail audit panels. Topics include case studies, setting up and maintaining a household panel, optimizing response rate, data analysis and reporting.

ORGANIZATIONAL RESEARCH
The module deals with practical and conceptual aspects of organizational research. It develops the students’ understanding of structures, operations, issues and events around their organization and their ability to predict the future of their organization. It deals with organizational diagnostics, employee attitude surveys, evaluation and impact analysis and stakeholder analysis.

Open Day
An opportunity to find out more about the market and social research programme
13th April 2013
9am – 12noon
Presentation at 9:30am, 10:30am and 11.30am
Call Obinna: +234 703 821 1009

ENQUIRIES AND REGISTRATION
Obinna - 07038211009
Doris - 0805 812 7207 and 01-896 7462
Juliet - 0806 638 5629
E mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

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