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Practical Marketing Research
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction
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08:45 AM - 10:15 AM Session I
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RESEARCH FOR MARKETING DECISIONS: The mission of marketing research; common errors in research and the need for a systematic approach; translating decisions into information needs and data requirements; a decision oriented marketing research system – steps, interrelationships and priorities; case studies of use and misuse of marketing research.
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:00 PM Session II
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SECONDARY RESEARCH – PUBLISHED AND SYNDICATED SOURCES: Types of data obtained in marketing research and the key sources; primary vs. secondary research and when to use each; comparing qualitative and quantitative research designs; writing and responding to RFI’s and RFP’s; directories and online resources for selecting research suppliers and vendors.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:00 PM Session III
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PRIMARY RESEARCH I – QUALITATIVE METHODS: Commonly used qualitative methods (focus groups, in-depth interviews, observational methods, ethnography and other techniques); pros and cons and when to use each; advanced qualitative techniques such as laddering, brainstorming, Synectics and others; cost guidelines for qualitative research projects.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session IV
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PRIMARY RESEARCH II – QUANTITATIVE METHODS: Various data collection methods: mail, telephone, in-person, Internet and other options; when to use each and their pros and cons; selecting the best method for design flexibility, data quality, respondent selectivity and operational efficiency; multimode research; the when, where, why and how.
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----- Second Day -----
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08:30 AM - 10:15 AM Session V
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SAMPLING CONCEPTS, STRATEGY AND TECHNIQUES: Sampling vs. nonsampling errors, relationship between sample size and total error; selecting a sampling technique; description of common sampling procedures. Formulae for computing sample size and the relationship between the factors which influence the sample size and plan; sample sources and panels.
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:00 PM Session VI
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QUESTIONNAIRE DESIGN I – FUNDAMENTAL CONSIDERATIONS: Characteristics of marketing data; levels of measurement and consequences of improper manipulations of some common types of research data. What you should know before designing a questionnaire.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:00 PM Session VII
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QUESTIONNAIRE DESIGN II – PLANNING: Workshop illustrating common errors in questionnaire construction; systematic planning - flowcharting and guidelines; framework for deciding question structure and wording; a checklist of do’s and don’ts for developing a questionnaire; pretesting questionnaires.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session VIII
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QUESTIONNAIRE DESIGN III – EXECUTION: Open vs. close-ended questions; alternative procedures for obtaining data from respondents; choosing multiple choice, ranking procedures, rating scales, constant sum and other procedures. Overview of direct and indirect approaches including conjoint analysis; workshop -- pre-test a questionnaire to identify problems and to improve the format and content.
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----- Third Day -----
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08:30 AM - 10:15 AM Session IX
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DIFFICULTIES IN SURVEY IMPLEMENTATION: A framework linking the factors which influence the quality of marketing research data; control of nonresponse, noncoverage, investigator, respondent, instrument, processing and other nonsampling errors; strategies for improving response rates and how to calculate response rates.
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:00 PM Session X
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DATA ANALYSIS I - PLANNING AND PREPARATION: Developing an analysis plan for a research study; how to translate data into information for decision making; questionnaire planning guide; preliminary operations -- coding, editing, cleaning, and tabulation of data; cautions and guidelines.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 02:45 PM Session XI
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DATA ANALYSIS II – EXECUTION: A decision framework and flowcharts for selecting the best statistical procedures for various situations commonly encountered in marketing research. Estimating population characteristics from sample data; crosstabs, summary statistics, interpretation and use of significance tests, correlations and multivariate techniques.
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02:45 PM - 03:00 PM Coffee Break
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03:00 PM - 04:30 PM Session XII
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COMMUNICATING RESEARCH: Recommendations for effectively presenting actionable information to decision makers; common problems with marketing research reports; suggestions for organizing the research report; proper use of tables, charts, graphs, and maps; recommendations for oral and written reports; online and automated reports. Tips for presenting research reports.
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04:30 PM - 04:45 PM Concluding Remarks
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WE HIGHLY RECOMMEND COMBINING 101 WITH
501
FOR A COMPREHENSIVE PROGRAM.
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Practical Marketing Research" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"Outstanding! I can't believe how much I learned in just 3 days. (The speaker) dynamic, interesting, funny. (The seminar manual/workbook) a fantastic reference."
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Supervisor, Jackson Associates
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"Excellent - highly worthwhile. The program provides precisely what the title suggests - practical marketing research info. (The
manual) is a great tool to take back and refer to and share with others."
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Research Project Manager, Nationwide Insurance
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"Fantastic -- essential information to be able to do my job accurately and confidently. (The speaker) couldn't have been better -- kept the flow of information going at a good pace, answered questions well, kept my attention."
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Research Specialist, Chevron
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"Fantastic. I have a Masters Degree and Ph.D. from Harvard and have attended all kinds of conferences. This was the best ever. It is so practical, full of useful and powerful information."
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Planning Analyst, ConAgra
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"I thought the content of the seminar was excellent. We covered a lot (if not all) the major topics, and {speaker} was willing to go into more detail regarding areas that were of interest to us."
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Marketing Analyst, Brown-Forman
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"Chuck full of information. The process and content exactly what I need to apply to my job. Great foundation on market research."
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Transit Research Specialist, MARTA
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"Great – chock full of wisdom. Design, layout, sequence and examples were excellent."
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Director of Marketing, Great American Insurance
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"Excellent experience. I would highly recommend this to any of my colleagues. I enjoyed the broad array of subject matter and the timing allocated to each."
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Manager, Brand Research, Guinness
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"Outstanding overview of major areas of research for a newcomer like myself. One of richest seminars I’ve ever attended."
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Manager, Syndicated Research, Nestle USA
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"Perfect! Just what I was hoping for and more. Great general summary. Really filled in my knowledge gaps."
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Group Manager, Amazon.com
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"This was very useful. I feel like a whole semester of college was summarized in three days. It was useful, fun, and relaxed. Overall, it was a great experience."
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Research Associate, Ketchum
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"This is just what I needed. I needed an overview of marketing research and to familiarize myself with terms and techniques. I tried to read textbooks to educate myself and found them totally incomprehensive and gruelling reads."
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Marketing Analyst, Time, Inc.
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"This class was extremely beneficial and I needed to take it a long time ago! We touched on everything that I had questions on and this will help me organize Q3 and Q4 data as well as add new recommendations into our Satisfaction program in 2006."
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Senior Market Research Analyst, Sprint Corporation
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"I cannot say enough good things about the seminar. The (seminar leader) is an excellent instructor. His real world examples really helped us relate to the topic discussions. I did not expect to come away from the seminar with the amount of new knowledge that I acquired. I hope to attend as many Burke seminars as possible. There is no sense wasting time/money with other training institutes. Burke is outstanding!"
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Marketing Research Analyst, Foremost Insurance
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"This was an introductory seminar for me and I was extremely pleased how much I learned about marketing research in just three days. The instructor was very knowledgable, professional, and utilized superior teaching methods to keep the seminar engaging, relevant, and fun. I wish it had lasted 2 more days!"
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Associate, BioTrends Research Group
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"The content was concise, but very detailed - excellent general overview of mktg. research. And the binder was an exceptional takeaway with tons of good information to refer back to in my work."
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Research Manager, Capital One
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"(Seminar leader) did an outstanding job with presenting the materials. I am always energized from Burke classes and feel more knowledgeable afterwards. I actually tell people that I get more out of these classes than what I got out of my college education!"
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Market Research Analyst/AVP, National City Corporation
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"Great overview of market research that gave just enough depth for me to apply what I learned and be able to explain the concepts if needed."
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Research Associate, Animal Planet & Discovery Kids Media
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"This course was absolutely essential for me to attend. It was like taking a semester course in 3 days! The material was extremely relevant and applicable to my work. I cannot say enough about the instructor, Sid. He is such an excellent speaker and teacher and is very competent and knowledgeable. I will definitely plan to attend future Burke Institute courses."
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Marketing Research & Analysis Specialist, Cook Medical
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"I thought this seminar was fantastic! I came back to the office excited to use what I learned from Tony and felt that I can do a great job! I think he helped prepare us for how to do it right and what to look for so that it's accurate. I really enjoyed this seminar. Our company really likes Burke!"
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Marketing Analyst, Florida Power & Light
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"Excellent content - First day was broad enough that people with little background became grounded and by the third day the detail was sufficient that those with more experience were learning a great deal as well."
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, Perfetti Van Melle USA
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