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Writing and Presenting Actionable Marketing Research Reports
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction of Participants
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08:45 AM - 10:15 AM Session I
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THE ROLE OF THE MARKETING RESEARCH REPORT: The report from the management versus the research perspective. When to start planning the report; causes and case studies of flawed reports. Workshop.
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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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THE PREREQUISITES FOR WRITING A RESEARCH REPORT: How to ascertain the background, purpose, objectives, and action standards; what it should include, where to get it; illustrative examples. Impediments to obtaining information. Applications workshop.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:30 PM Session III
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TRANSFORMING DATA INTO INFORMATION: How to simplify, examine, and explain research data and translate it into information for decision making. Workshop on data interpretation.
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03:30 PM - 03:45 PM Coffee Break
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03:45 PM - 05:00 PM Session IV
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MARKETING RESEARCH REPORTING: THE PROCESS: Understanding the role of marketing research in decision support. Components of a report, and overview of the analytical planning process.
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----- Second Day -----
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08:30 AM - 10:30 AM Session V
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GRAPHICAL REPRESENTATION OF DATA: Selecting the appropriate charting technique. Placement of graphs in reports. Evaluation of graphical examples. Information integration in graphs.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:00 PM Session VI
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A WORKSHOP ON PRESENTING INFORMATION GRAPHICALLY: Assimilating data cohesively, and selecting appropriate graphical representations. Preparation for standup presentation of results.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:15 PM Session VII
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WRITING THE RESEARCH REPORT: Getting started with the rough draft. The various components of the research report. Overall composition, paragraph and sentence structure, and word choice. Writing the Management Summary. The final steps in writing the research report. Critical success factors for effective reports.
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03:15 PM - 03:30 PM Coffee Break
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03:30 PM - 05:00 PM Session VIII
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SPECIAL TOPICS: QUALITATIVE REPORTING, AUTOMATED REPORTING, AND ONLINE REPORTING: Process, timing, styles of analysis, and report example for qualitative reporting. Demand for and specification of automated reporting systems; report examples. Benefits and types of online reporting; report examples.
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----- Third Day -----
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08:30 AM - 10:00 AM Session IX
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STANDUP PRESENTATION OF MARKETING RESEARCH RESULTS: How to make effective presentations; understanding your audience and their needs. Guidelines for organizing presentations. Developing appropriate introduction, presentation guide and actionable conclusions.
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10:00 AM - 10:15 AM Coffee Break
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10:15 AM - 12:00 PM Session X
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HANDLING PROBLEMS IN STANDUP PRESENTATIONS: Reducing presentation anxiety. How to build speaker credibility. Facilitating interaction. Using non-verbal techniques to increase effectiveness. Checklist for making effective presentations. How to handle different problems during presentations.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:00 PM Session XI
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WORKSHOP ON CONSTRUCTING ACTIONABLE PRESENTATIONS: Team workshop to use background, business and research objectives, action standards, and graphs from Sessions II and VI to prepare for team presentations.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 04:30 PM Session XII
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TEAM PRESENTATIONS: Standup presentation of the results from a marketing research study under realistic time constraints. Assessment of team presentations and suggestions.
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04:30 PM - 04:45 PM Concluding Remarks
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WE HIGHLY RECOMMEND COMBINING 301 WITH
601
FOR A COMPREHENSIVE PROGRAM.
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Writing and Presenting Actionable Marketing Research Reports" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"Excellent (speaker) ... good use of visuals and of anecdotes ... terrific. Good stuff."
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Associate Manager, M/A/R/C Research
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"Extremely informative and well presented. Knowledgeable, energetic, fantastic speaker."
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Market Analyst, GTE
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"Seminar is worth its weight in gold! Right from the beginning I was revising a presentation in my head to the extent possible. Anxious to return to the office and implement. (The speaker), as usual, top notch. Stimulating, holds interest."
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Market Analyst, Exxon Company USA
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"The one idea that I plan to implement right away is action standards. That idea in itself makes the seminar worthwhile and will hopefully make my job easier. Lots of useful ideas and reinforcing what I did know. (The speaker) was great at including everybody from different backgrounds and level of experience."
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Research Director, Simmons Advertising
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"Super, very comprehensive, hit all areas of concern and interest. Covered a lot of angles in writing and presenting that are key considerations - emphasis on objectives is a very good discussion area. (Speaker is) interesting and relevant as usual - he can really "drive home" his ideas. Presentation is excellent."
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Marketing Research Assistant, People's Bank
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"Excellent - important fundamentals for a variety of situations. Excellent (speaker)! Energetic, entertaining, flexible in addressing particular needs and questions of attendees."
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Scientist, Philip Morris USA
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"Great! Very thorough. Discussed the entire research process, not just reporting. Excellent. Very valuable."
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Research Manager, Key3Media Events, Inc.
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"I totally recommend this seminar. I am also going to encourage my company to consider a custom tailored program by the Burke Institute."
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Senior Research Analyst, ESPN International
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"I thought it was great. Questions were answered well and open discussion on topics was very helpful."
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, DTE Energy
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