Applied Research Methods: Las Vegas, NV

Green Valley Ranch
Las Vegas , NV
10/27/2008 8:00 AM - 10/29/2008 5:00 PM

Details Schedule Registration Travel Exhibitors

A customizable series of two- and four hour classes instructed by leading marketing researchers. This curriculum is conducted bi-annually. Each tutorial is designed to:

Identify and structure important methods and applications.
Compare and contrast the given methods and applications for strengths and weaknesses.
Use practical applications as an expository tool.
Provide a bibliography to assist the participant in further exploration of various market research topic areas.

Who should attend
Mid-level marketing researchers

Program Agenda

Four hour tutorials

Conjoint and Discrete Choice Techniques: An Introduction and Comparison

ADVANCED/APPLICATION

Michael G. Mulhern, Ph.D.

President, Mulhern Consulting

This tutorial will introduce you to two unique, state-of-the-art survey research approaches—conjoint analysis and discrete choice modeling. These techniques are most frequently used to design new products and services, estimate price sensitivity, segment markets, measure brand equity, and develop competitive strategies. The information will be presented from a non-technical, managerial perspective, and these techniques will be described in the context of the research process; that is, from research design to data collection and data analysis. Case studies from the instructor’s consulting practice will be used to illustrate the major points. Learning when to apply each technique as well as similarities and differences between the methodologies will be emphasized. Recent developments in the area of choice modeling will also be discussed. The tutorial will conclude with caveats regarding the use of these methods.

Prior Knowledge Required: Knowledge of the survey research process is required. A basic understanding of statistics and experimental design would be helpful but is not essential.

Benefits of Attending: By understanding the powerful insights that can be gained from properly applying these techniques, you will become a more influential participant in the management decision process. As users of these methods, you will be able to provide actionable results in the areas of product design, pricing, market segmentation, brand equity and competitive strategy. If you are a buyer of these techniques, more informed decisions will result from attending this tutorial. If you are a seller of these techniques, you will be able to more accurately represent these methods to prospects and clients.

Basic Statistics for Marketing Research

BASIC/TOOL

Neil Helgeson

Senior Methodologist, Research International USA

Statistical analyses are widely used (and misused) throughout marketing research. This tutorial is designed to explain the use and interpretation of common descriptive and inferential statistics in marketing research. Throughout the discussion the emphasis will be on the rationale for using the techniques and their applications, interpretation, and communication, rather than the mechanics of calculation or the underlying mathematical theory.

Topics covered will include:

• Common descriptive statistics

• Principles of statistical inference

• Common inferential tests such as t-tests and analysis of variance

• Interpretation of test results – what the tests do and do not tell us

• Identifying special testing situations such as equivalence testing, multiple comparisons, and other situations requiring special tests or techniques or approaches

• Determining the appropriate sample size

• Alternatives to traditional statistical testing

• Key differences between classic and Bayesian perspectives

• Common pitfalls and mistakes

Prior Knowledge Required: None. This tutorial is designed for those who have had no formal training in statistics, or those who want to strengthen their ability to properly use and interpret common analyses.

Benefits of Attending: Attendees will be able to understand and interpret the results of common statistical analyses, and use them as a tool in decision-making.

Linear Regression: A User’s Guide with Application Examples

ADVANCED/TOOL

Susan Devlin

Principal, The Artemis Group, LLC

Modeling is a powerful used tool for taking market research beyond reporting results to interpreting results and supporting business decisions. Because linear regression is taught in most basic statistics courses and is readily available, it is the most widely used modeling technique, but unfortunately is often misused and misinterpreted.

This tutorial will review what linear regression is and when it is and is not appropriate. A diversity of examples, from customer satisfaction to campaign optimization, is used to demonstrate how linear regression can be applied and presented to enhance the impact of market research. Throughout the discussion the emphasis will be on presenting practical methods for identifying and handling problems.

Specific topics will include:

• Overview of a linear model and linear regression

• Differentiating the explanatory vs. predictive power of regression

• Understanding what can go wrong and why –including the problems of non-normal or discrete data, multicolinearity, missing data, non-linearity, and outliers

• Least squares vs. logistic regression – how are they alike, how do they differ

• Presentation techniques

• Introduction to some alternatives to regression and their relative benefits

Prior Knowledge Required: A basic course in statistics is desirable but not essential if there is experience with using basic statistics and some general familiarity with linear least squares regression.

Benefits of Attending: Attendees will better understand when and how to use linear regression effectively, either as analysts, research directors or educated consumers of results. In addition, application examples are likely to suggest new applications of modeling to expand the business impact of market research.

Problem Solving with Marketing Research

BASIC/TOOL

Lawrence D. Gibson, Consultant

Senior Associate, Eric Marder Associates

The classic steps in problem solving are identifying problems and opportunities, defining those problems and opportunities, generating action ideas to solve them, and evaluating those ideas. Unfortunately, these steps are routinely ignored in the traditional approach to marketing research. Instead, marketing research has focused on gathering and analyzing whatever data are requested thus leaving the problem solving use of these data to marketing. In this tutorial, we start with problem solving. We study the steps of problem/opportunity identification, problem definition, idea generation, and idea evaluation. We consider the basic questions: “What is a problem?”, “What is a problem definition?”, “Why is problem definition so critical?”, “How are new ideas generated?”, “What gets in the way of idea generation?”, “What does evaluation mean?”, “What’s wrong with traditional evaluation?” As we examine these individual steps of problem solving, we learn that each has a distinct and different character—a character that should dictate a distinct and different type of research. We see what kind of research is the natural outgrowth of each step. A variety of cases and examples will illustrate these issues.

Prior Knowledge Required: None. Some experience in marketing/marketing research will prove helpful in integrating the material.

Benefits of Attending: To learn a new, more productive, approach to research, one that goes beyond data collection and analysis. To build your skills in areas of vital importance to your management—areas where your knowledge can make a critical difference.

Introduction to Qualitative Research-Maximizing Value

BASIC/TOOL

Chris Everett

President, The Kensington Group, Inc.

The changing environment of qualitative research requires a complete understanding of the research process as well as knowledge of how components fit together to maximize the impact of this highly effective research tool. The beginning and intermediate researcher will learn the details of the qualitative process and how this often-used technique can add more value to your research. Come and learn how to maximize the use and the impact of qualitative research from a pragmatic perspective.

Prior Knowledge Required: Basic marketing research; designed for the beginning researcher.

Benefits of Attending: The researcher will obtain a better understanding of the research process and how to use it for maximum benefit.

Introduction to Multivariate Analysis

BASIC/APPLICATION

Chuck Chakrapani, Ph.D.

Ted Rogers School of Business, Ryerson University

Multivariate techniques offer powerful solutions to marketing problems. Unfortunately, most books on the subject are far too technical for the average researcher. The purpose of this tutorial is to go beyond a superficial description of the techniques, to the extent a non-technical course would allow. Give us your complete attention for four short hours and we will teach six important techniques – factor analysis, cluster analysis, perceptual mapping, regression analysis, discriminant analysis and conjoint analysis. You will know what these techniques are, what problems they are designed to solve, what programs are commonly used, how to interpret the basic outputs and the pitfalls you should be aware of. You will never look at the data the same way—ever again! A fun, non-superficial, and painless first introduction.

Prior Knowledge Required: A basic course in statistics is desirable but not essential. Some familiarity with research data is highly desirable. A desire to understand is essential.

Benefits of Attending: You will understand the power of multivariate techniques, be able to use the right technique in the right context and be able to communicate your results to others more effectively.

Customer Loyalty – Measuring and Managing for Better Business Results

ADVANCED/TOOL

Aldy Keene

Partner, The Customer Loyalty Research Center®

This tutorial will focus on the components required for designing and implementing a world-class customer loyalty measurement and management program. Both B2B and B2C applications will be addressed. Actual examples will be used extensively. A significant amount of the session will be spent discussing two topics: integration and deployment. Integration addresses the issues of identifying other customer listening post information and linking this information to behavioral and attitudinal data related to customer loyalty. Discussion will focus on how this integration allows for richer interpretation of the information and its potential projection onto the customer database. Deployment concerns how to use the loyalty information. Communication, change management programs, and specific marketing changes will be the focus of this discussion. Some of the specific topics that will be reviewed and discussed include:

• The distinction between customer satisfaction, customer loyalty, and customer relationship management

• Incorporating strategy into customer loyalty measurement design

• Interpreting problem and complaint information

• Comparing different analytic techniques for determining loyalty drivers

• Determining the impact of customer segmentation on loyalty

This is a research-oriented tutorial with research design, implementation, and analysis being addressed. However, the tutorial will not delve deeply into specific research issues, but instead focus on their application to customer loyalty.

Prior Knowledge Required: Previous exposure to customer satisfaction and/or loyalty programs

would be beneficial, although not mandatory. Some analytic techniques will be discussed, but

this will not dominate the tutorial.

Benefits of Attending: At the end of this tutorial the participant will have a keener understanding

of the concepts and tools involved in customer loyalty measurement and an enhanced ability to

design, improve, and/or audit their customer loyalty program.

Market Segmentation Basics

ADVANCED/APPLICATION

Jacqueline M. Dawley, Ph.D.

President, Insight Analysis

This tutorial will introduce you to the process of market segmentation, a key part of modern strategic marketing. We will discuss criteria for effective segmentation, designing segmentation studies, choosing segmentation measures and techniques to develop segments. A conceptual explanation of common segmentation tools, including tree analysis and cluster analysis, will be included. Common problems encountered in segmentation studies will also be discussed. Case studies will be used to illustrate major points and analysis techniques.

Prior Knowledge Required: An understanding of fundamental statistical concepts.

Benefits of Attending: After attending this tutorial, users of market segmentation studies will be able to design improved segmentation studies that provide useful and actionable results. Both buyers and sellers of research services will achieve a better understanding of the segmentation process, alternative techniques, common problems and solutions.

Analyzing Customer Satisfaction Surveys

ADVANCED/APPLICATION

Susan J. Devlin

Principal, The Artemis Group, LLC

Many companies use satisfaction and relationship surveys to track customers’ perceptions of the products and services provided and to measure the strength of their relationship with customers, as compared to their competitors. This tutorial moves beyond routine reporting of results, to introduce and compare in-depth analytical techniques that help support business decisions. The information will be presented in the context of typical business questions, such as:

• How strong is my competitive position?

• What are the major themes in customers’ opinions?

• What should my company’s priorities be?

• What process thresholds trigger customer dissatisfaction or delight?

• What objectives should I set to achieve a strong competitive position and motivate employees?

• What role does brand image play?

Using case studies focused on these questions, the class will explore the following analytical issues:

• Verbatim coding as a tool for scale interpretation

• Integrating sampling error in allocating corporate objectives

• Using factor analysis to identify/define latent variables driving customer responses

• Using CVA to compare competitors

• Reviewing standard tests for the difference in means and proportions, and introducing trellis plots for multivariate comparisons

• Comparing linear least squares regression, classification trees, and logit modeling and structured equations as tools for computing “importance” and modeling “opportunity”

• Addressing multicolinearity and missing data effectively

• Demonstrating the use of simple two-way tables, moving averages, and classification trees to link customer survey data to internal customer records

Prior Knowledge Required: While the tutorial has no direct dependency on formal training in statistics, general comfort with basic statistical concepts is necessary to appreciate the high level description of more advanced analytical methods that will be presented.

Benefits of Attending:

• Identify opportunities to increase the impact of survey results on business decisions and thus strengthen the perceived value of customer satisfaction research.

• Learn how readily available statistical tools might be applied to customer survey data and assess the benefits their application may add.

• Identify what problems might be encountered in applying certain tools and what are the alternatives.

Online Research Essentials

BASIC/TOOL

Jeff Miller

Chief Operating Officer, Burke, Inc.

The Internet has transformed how marketing research is being conducted and reported, offering the promise of better, faster, and cheaper data collection and delivery of research findings. Lingering concerns about the appropriateness of online research remain, however, and misuse of the medium could produce results that are of no benefit to your organization. Additionally, as the research community becomes increasing reliant on online panels, some data quality problems are beginning to emerge. This tutorial will explore the reality of today's online research environment - where online methods are being used and how to best put the Internet to use when conducting primary research. We will explore current industry best practices in conducting quantitative surveys using the Internet, and make extensive use of research on research results to support those conclusions. Specific topics will include:

§ Overview of the online research market

§ Validation issues

§ Online sampling

§ Panel quality issues

§ Best practices in executing online research

§ Online qualitative research

§ Emerging Online Research Environments and Technology

This session and associated text material will provide essential information on Internet research concepts, techniques, and tools.

Prior Knowledge Required: Basic knowledge of marketing research principles and practices.

Benefits of Attending: Attendees will leave with heightened awareness of the pitfalls of online research and will have framework to help them better design and implement online research projects.

Survey-Based Approaches to Pricing Research

ADVANCED/APPLICATION

David W. Lyon

Principal, Aurora Market Modeling LLC

This tutorial will describe various methods of measuring price-demand relationships in surveys. Methods covered will range from direct questioning approaches, including the van Westendorp PSM technique, to trade-off techniques, including standard conjoint analysis and some choice-based techniques. Each approach will be briefly introduced, followed by a discussion of its advantages, disadvantages, limitations and any special considerations.

Prior Knowledge Required: Some past experience with quantitative survey research is essential. Familiarity with basic statistical concepts will be helpful, but not required.

Benefits of Attending: Better knowledge of how to select and evaluate techniques for specific pricing problems and understanding of strengths and limitations of several popular approaches.

Introduction to Tree-Based Segmentation

ADVANCED/TOOL

Anthony J. Babinec

President, AB Analytics

Wedel and Kamakura’s authoritative Market Segmentation suggests the use of predictive methods such as CHAID and CART to identify consumer segments on the basis of the estimated relationship between a dependent variable and a set of predictors. Indeed, the segments formed by these approaches are homogeneous in the relationship between the dependent variable and the set of predictors. Furthermore, the segments obtained in mixture regression and related approaches can be described via tree-based segmentation.

This workshop surveys some of the leading approaches to tree-based segmentation, including CHAID, CART, and C5.0. Practical issues are illustrated through the use of real-world examples. The workshop will summarize results from several important studies that look at the performance of tree-based methods versus other approaches.

Prior Knowledge Required: A basic understanding of regression and discriminant analysis would be useful.

Benefits of Attending: As a result of attending this workshop, you will have a well-grounded understanding of tree-based segmentation. This should enable you to effectively use tree-based segmentation in your own research, present results to clients, as well as critically evaluate published results and emerging approaches.

Sales Forecast and Demand Estimation

BASIC/TOOL

Jungwhan Choi,

Ph.D., Managing Director, JC Management Institute

This session covers a variety of different sales forecast models and tools to help marketing professionals understand how sales forecast is done for new and existing products/services. With specific examples, this tutorial shows how historical sales data of an existing product/service are analyzed and used in connection with other relevant variables to make sales forecast. Demand estimation is also discussed while demand analysis is conducted to derive the optimal pricing strategy for sales maximization. Also, this tutorial demonstrates how survey-based sales forecast is done for a new product/service in the absence of historical data.

This 4-hour long tutorial is structured as a combination of a theoretical discussion for the first two hours and a hands-on training exercise using computer for the remaining two hours.

Prior Knowledge Required: Basic knowledge of statistics and mathematics is required although quantitative-research-oriented mind is more important. Knowledge of regression can enhance your understanding further.

Benefits of Attending: You will be exposed to an extensive set of sales forecast models and tools for both new and existing products. In addition, details of the practical examples in this session will help you not only understand but also actually be able to use the models and tools to solve your marketing/business problems. The hands-on computer exercise will help you be able to do the models/techniques on your own.

Two Hour Tutorials

Writing Research Reports and Designing Research Presentations

BASIC/TOOL

Lawrence D. Gibson

Consultant & Senior Associate, Eric Marder Associates, Inc.

Communicating findings is the vital—but frequently least effective--last step in every research project. Unfortunately, our research courses never taught us the ‘nuts and bolts’ of how to write or how to present our findings. No matter how skillful the project management, no matter how brilliant the analysis, the research fails if the findings are not effectively communicated.

Effective communication starts with an understanding of how the communication will be received. So we begin by analyzing how the ‘reading a report’ and the ‘attending a presentation’ environments differ and how these different environments dictate different communication objectives, strategies and tactics. For these differing environments, we see how the five basic research sentences should be organized and how specific tactical issues should be handled. Finally, we put these ideas into practice by rewriting and redesigning memos, reports, and/or presentations you have brought with you.

Prior Knowledge Required: None

Benefits of Attending: Become a more effective communicator; write reports and memos that are read and understood; design more powerful presentations that involve attendees and move them to action; see how focusing on better communication sharpens your thinking.

Setting Marketing Research Objectives

BASIC/TOOL

Stephen J. Hellebusch, Ph.D.

President, Hellebusch Research & Consulting

A clearly defined objective is the most crucial yet most often ignored component of any research project. Why? Determining clear objectives is as much art as science, due to the types of questions that can be raised, and their tone. What questions do you need to ask? What are some barriers to clarity in objective setting? How do you avoid marketing research disasters? This session provides some ideas. It also includes a small team exercise, in which actual objectives are critiqued, based on the considerations discussed. The session will help you identify and write clear research objectives.

Prior Knowledge Required: At least a year in marketing or marketing research is very helpful, but not vital.

Benefits of Attending: After attending, you should be better able to set project objectives, ask the questions that help bring clarity to the marketing situation, and communicate objectives to the team or the end user.

Conducting Effective Tracking Research

Advanced/Application

Neil Helgeson

Senior Methodologist, Research International USA

Tracking studies on the surface appear to be similar to other types of research. In reality, they have many unique demands and their own set of additional potential pitfalls. This tutorial will explore the marketing research process from the perspective of tracking studies. It will discuss specific solutions for the successful design, execution, analysis, and reporting of tracking research. Some of the specific topics covered include: developing objectives, sampling, questionnaire design, data collection, scheduling, non-response, weighting, analysis, and presenting results.

Prior Knowledge Required: A basic understanding of the survey research process is required.

Benefits of Attending: An understanding of what makes tracking studies unique and a set of strategies for developing and executing successful tracking research.

Research Tools for Positioning

ADVANCED/APPLICATION

Jacqueline M. Dawley, Ph.D.

President, Insight Analysis

Positioning a product/service is a key strategic marketing activity, and doing it well is essential for success. A company must differentiate its own product/service from competitors so that customers believe the firm’s offering is both unique and highly desirable.

A wide range of research tools has been developed to assist marketers in their quest to position their products/services effectively. This tutorial provides an introduction to several methods commonly used in product positioning. Topics to be discussed include Quadrant Analysis, Brand Mapping, Benefit Structure Analysis, and Laddering. The content will be presented from a conceptual, non-technical perspective, with attention given to the data collection requirements, analysis, and interpretation of each approach. Similarities and differences among the methods will also be discussed.

Prior Knowledge Required: A basic course in statistics is very desirable. Some familiarity with multivariate techniques, such as factor analysis and discriminant analysis is helpful, but not essential.

Benefits of Attending: You will understand basic positioning concepts and the application of position tools across several industries. Attendees will also understand the use of several research tools, including Quadrant Analysis, Factor Analysis Maps, Discriminant Analysis Maps, Correspondence Analysis Maps, MDS Maps, Benefit Structure Analysis, and Laddering.

An Introduction to Sampling

BASIC/APPLICATION

Chris DeAngelis

Vice President, Survey Sampling International

This tutorial covers telephone and internet sampling fundamentals. Emphasis is placed on practical applications and tradeoffs in probability and non probability sampling approaches. The impact of wireless-only telephone households and technology trends affecting telephone sampling frames are presented. This program is ideal for those who want to build on their understanding of sampling theory and better understand tradeoffs in population coverage and representation.

Topics include:

· Understanding probability sample, theory and reality

· Challenges impacting coverage of telephone sampling frames

· Tradeoffs in coverage, representation and efficiency

· Avoiding sampling pitfalls

· Targeting for demographic groups

· Internet sampling frames and coverage

· Approaches to Internet Sampling

· The respondent’s perspective, feedback from Internet panelists

Prior Knowledge Required: None. This session assumes some basic familiarity with sampling theory but is designed for those who want to strengthen their understanding of the fundamentals of sampling for survey research.

Benefits of Attending: Attendees will strengthen their understanding of the key issues in sampling for telephone and Internet based research. They will take-away information and understanding of what they should consider when evaluating alternative sample designs and how the sampling approach they use can impact their research objectives.

Advanced Market Segmentation: Selected Topics

ADVANCED/TOOL

Jacqueline M. Dawley, Ph.D.

President, Insight Analysis

Market segmentation is an integral part of modern strategic marketing, but the process of developing a useful segmentation scheme is often difficult, requiring substantial investment of resources, and is fraught with opportunity for failure. Despite the substantial challenges inherent in market segmentation analysis, it can give a company a substantial competitive advantage for many years to come. Building an actionable segmentation scheme is an iterative, dynamic, and time-consuming process. This session will include in-depth discussion of some of the measurement and analysis issues involved in the process of developing market segments. Using case examples as illustrations, topics that will be covered include:

• Basis variable measurement, selection, and standardization

• Segment homogeneity

• Determining the number of segments

• Segmentation reliability

The second half of the session will focus on segmentation methods. This section will provide an introduction to latent class-based segmentation. A comparison of segmentations produced using the alternative methods of latent class and cluster analysis will be included.

Prior Knowledge Required: A basic understanding of market segmentation terms and concepts will be useful. In addition, some familiarity with cluster analysis would be helpful.

Benefits of Attending: After attending this session, attendees will have a better understanding of the issues involved in designing and implementing successful market segmentation studies. They will also achieve an understanding of the use of latent class analysis as a market segmentation tool.

Presenting Results: How to Speak Marketing Research with a Management Accent

BASIC/TOOL

Stephen J. Hellebusch, Ph.D.

President, Hellebusch Research & Consulting

This tutorial is for the person who has some experience presenting information, but is looking for those tips and techniques that can really make a difference with management. Some of the material to be covered includes how to get to the point, dealing with adversity, managing anxiety, the worst questions you can be asked, preparation, and working with alternative presentation media.

Prior Knowledge Required: None.

Benefits of Attending: You will leave the tutorial better equipped to plan and execute good marketing research presentations.

Introduction to Marketing Accountability and Its Measurement

ADVANCED/APPLICATION

Raymond Petit

Vice President, Product Intelligence and Development- Longwoods International

This workshop will examine the primary approaches that have emerged to address marketing and communications accountability. Specifically, we will study the strengths and weakness of traditional techniques, including market mix modeling and brand tracking, to help market researchers and business decision makers understand what they can and can’t do.

The second part of the workshop will focus on emerging methods to address marketing accountability that introduces less commonly seen and used techniques of experimental design. Experimental design has a rich history and proven track record in other fields and allows researchers to take account of important qualitative facets of marketing, particularly as multi dimensional marketing efforts are more and more dependent on really understanding the customer or consumers’ rational and emotional drivers. The workshop will introduce the principles of experimental design, analytic techniques that are closely intertwined with it, and a number of masked real-life case studies that demonstrate the application of the method.

We will journey down a path examining traditional and new techniques and methods being applied to address marketing accountability and optimization concerns in today’s business world. The workshop will help you sort out the primary techniques being used both before and after marketing/advertising campaigns are run, including their strengths, weaknesses, and limitations.

What you will learn

· Art meets science: the challenge of measuring the impact of marketing

· Marketing accountability demands better tools and methods

· Putting the microscope on multiple modes of media and marketing

· Understanding marketing’s impact

· Strengths and weaknesses of primary measurement approaches

· An alternative framework for marketing accountability based, figuratively, ‘in the field’

Prior Knowledge Required

A basic course in statistics or measurement is desirable, but not essential. More important is basic experience in marketing, interest in improving one’s understanding of marketing, and the desire to extend one’s horizon in thinking about marketing accountability.

Attendees will:

Garner objective, vendor-free information about the broad range of techniques and methods available to them
Increase their understanding of the strengths, weakness, and trade-offs of measurement tools and methods to enhance their decision-making capabilities
Take home a simple, credible, and useable frame of reference to help them make sense of a challenging new issue area
Get pointers and reference for further study

CRM Marketing Plans

BASIC/TOOL

Jungwhan Choi, Ph.D.

Ph.D., Managing Director, JC Management Institute

This tutorial session will present how to write a CRM marketing plan. The typical marketing plan deals with the so-called 4Ps, i.e., product, price, promotion, and place. Hence, the traditional marketing plan does not incorporate explicitly the perspective of customer centricity in the sense that it misses such key elements of CRM as customer strategy, customer analysis, customer retention programs, and so on. In some sense, the traditional marketing plan also focuses on the initial purchase on the part of the customer without much emphasis on repurchase/repeat purchase. In light of these drawbacks of the traditional marketing plan, this tutorial presents the CRM marketing plan which incorporates the key elements of CRM into the typical marketing plan. This tutorial introduces those seven core components of the CRM marketing plan. The following key components are addressed in detail:

Marketing Review
Established Goal(s)
Actionable Strategy
CRM Marketing Mix
Implementation Planner
Monitoring and Measurement Planner
Analysis Planner

Along the discussion of those seven key components, an illustration of a CRM marketing plan for a CRM marketing campaign will be presented. In the illustration, a typical process of developing and implementing a CRM marketing program is introduced so that every participant can actually go through the entire process for a comprehensive understanding.

Prior Knowledge Required: A basic understanding of marketing is needed. Some statistical knowledge

will enhance your understanding further. More importantly, however, a strong desire to learn is required.

Benefits of Attending: You will learn the guiding principles of CRM and go through the entire step-by-step process of writing and developing a CRM marketing plan. This will enable you to have a good grasp of how to write a CRM marketing plan as a whole.

Hidden Truths/Hidden Treasures—Effective Qualitative Projective and Ethnographic Techniques

BASIC/TOOL

Carol Z. Shea

Principal, Olivetree Research

How can you get people to tell you things that they don’t really want you to know (and sometimes don’t realize themselves)? How can you learn new insights that will help you better design for and communicate with consumers?

This tutorial teaches effective uses of qualitative projective and ethnographic techniques such as:

Projective techniques such as metaphors and collages

Laddering

Dynamic re-enactment

Diaries and inventory checks

Benefits of attending: The researcher will have a better understanding of the tools to use in gleaning insights from consumers and businesses, beyond traditional probing questions.

Measurement and Questionnaire Design

BASIC/TOOL

Michael A. Zicha

President, Zicha & Associates

This seminar will help the attendee better conceptualize a research problem and develop a questionnaire that truly addresses the study objectives. The session begins with a brief review of psychological measurement theory providing the conceptual framework for questionnaire development. On that foundation, we move into the questionnaire design process. A wide variety of topics will be covered. For example:

• Comparative and non-comparative scales

• Reverse engineering a questionnaire from the data analysis plan

• Question wording

• Questionnaire order, layout, appearance, flow, etc.

• Dealing with difficult topics and/or respondent types

• The relationship between data collection mode and questionnaire design

Prior Knowledge Required: An interdisciplinary approach will be followed. Material from consumer behavior, marketing research, marketing strategy, and statistical analysis will be integrated into the discussion. The tutorial operates on two levels. Those with limited marketing research experience will be exposed to several ideas they can use in their daily work, while the more experienced researcher will develop new insights into the research design process.

Benefits of Attending: The goal of this seminar is to make the material directly and immediately usable by those who attend.

Registration is not available at this time.

Hotel Air Travel Rental Car Ground Transportation

Hotel

Green Valley Ranch Resort, Spa & Casino

2300 Paseo Verde Parkway

Las Vegas, NV 89052

Phone: 1 702.617.7777

Fax: 1 702.617.7748

Reservations: 1 866.782.9487

Hotel Website: http://www.greenvalleyranchresort.com

$199.00 Single/Double occupancy + $19.99 resort fee per night (plus applicable tax, currently 10%).

PLEASE NOTE: The resort fee rate includes nightly turndown service, daily newspaper, admission to the exercise facility at The Spa at Green Valley & the scheduled shuttle service to & from the Las Vegas Strip & McCarran International Airport.

Rates are available three days prior and post of the meeting dates, based on availability.

The reservation cut-off date is Friday, October 10, 2008.

United Airlines:

Purchase your ticket online at www.united.com and receive a 5% discount off the lowest applicable fares. After you link to www.united.com, enter your origin and destination, travel dates. Click on more search options and enter your promotion code number 578TN; then we will display the available flights.

American Airlines:

American Airlines offers a 5% discount on AA, American Eagle and AmericanConnections. Go to www.aa.com to book your flights or contact the American Airlines Meeting Services desk at 1.800.433.1790 for assistance with reservations and ticket purchase. The authorization number or promotion code for LAS – Las Vegas is A78H8AE.

Shuttle Service

Green Valley Ranch offers complimentary airport transportation. Upon your arrival at the Las Vegas McCarran International Airport, proceed to the Zero Level (near the Information Desk) & look for the Green Valley Ranch vehicle. The shuttle runs every hour between 9:00am and 9:30pm, Monday – Saturday, & approximately every two hours from 6:30am – 9:00pm on Sunday. Please contact the hotel for more details & a schedule.

Green Valley Ranch also provides complimentary shuttle service to the Las Vegas Strip. Please contact the hotel for the schedule.

Calendar

Applied Research Methods: Las Vegas, NV