Market Research

Module 2: Market Research

Knowledge of the market is necessary for the successful design of a microfinance product. Market research is a tool to identify the potential demand for microfinance services, the needs of the target market, the size of the market, demographics of potential clients and the characteristics of the community in which the bank is targeting operations.

Objectives:

    • Introduce the components of effective market research
    • Provide tools and know-how for bank staff to plan and conduct a market research survey
    • Provide tools and know-how for bank staff to analyze data from market research surveys and apply the results to the development and enhancement of products and services
    • Provide templates and samples of market research reports to use internally
Note: Save presentations to your computer and open in powerpoint to view speaker’s notes.
Module Content:
Methodology
A. Module Description
Microsoft Office Word 2003 or higher version Market Research Module Description
session guide
Microsoft Office Word 2003 or higher version Market Research Action Plan Table
tool
B. Module Learning Sessions
These folders include materials for Sessions 1-6 of the Market Research Module.
Click the link to access documents. Session 1. Overview of Market Research
Lecture
Click the link to access documents. Session 2. Determining the Size of the Market
Lecture
Click the link to access documents. Session 3. Data Gathering & Area Mapping
Lecture
Click the link to access documents. Session 4. Market Survey
Lecture/Mock Interviews
Click the link to access documents. Session 5. Data Processing & Analysis
Lecture
Click the link to access documents. Session 6. Focus Group Discussion Tool (FGD)
Lecture/Mock FGD
Final Group Work:
Processing and Analysis of Primary & Secondary Data Report Preparation

Group Workshop
Group Work/ Panel Discussion

More Market Research Materials

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