This intense 1½ day training program focuses on the most critical elements of marketing research. It covers the technical aspects of the marketing research process such as sampling, questionnaire design and analysis. You will spend significant time exploring real life marketing challenges that organizations can address using proper research methods. Examples include evaluating key brand elements, new product development and customer segmentation. Most of all, you will leave Marketing Research Boot Camp® with highly usable information to take back and implement immediately.
Reinforce and focus your marketing research skills. This highly interactive program, facilitated by an experienced marketing research professional, can provide you with the knowledge and tools you need to develop and manage research projects to meet your specific goals. No prior marketing research experience is required!
What You Will Learn
• How marketing research works to help achieve strategic and tactical marketing goals
• Fundamentals of research including:
- How to Initiate a Project, Including Developing Research Objectives and Setting Action Standards
- Translating information needs into research questions
- Questionnaire design
- Data collection methods
- Qualitative, quantitative, and experimental research methods
- Analytical techniques such as cross tabs, correlation and other statistical testing methods (for non-statisticians)
- Reporting, action planning and feedback loops
Who Should Attend
- Marketing researchers new to the field
- Seasoned marketers who need an introduction or refresher to marketing research, and
- Marketing practitioners who interface with marketing research suppliers
About the Instructor
Jacqueline M. Dawley, Ph.D.
Dr. Dawley is President of Insight Analysis, a consulting firm that specializes in the use of multivariate statistical analyses for marketing research applications. She has had extensive experience in quantitative research for consumer and industrial products and services, completing analysis for a range of marketing applications, including market segmentation, new product development, perceptual mapping, ad tracking, attitude and psychographic modeling and promotion evaluation. Dr. Dawley occasionally teaches courses in research methods, statistics and consumer behavior and marketing at the University of San Francisco, San Francisco State University and the University of Ljubljana, Slovenia.
Agenda
Day 1:
8am – 5pm|
Continental Breakfast, Lunch and Breaks provided
Day 2:
8am – noon
Continental Breakfast and Breaks provided
The specific items covered in Day 1 and Day 2 are tailored to the needs of the attendees.
Additional Topics include.
- Market Segmentation
- Attitudes and Usage Studies
- New Product Development
- Product Design and Pricing
Exhibitors and sponsors are not included in this event.