Marketing Research Academy for Business Professionals

Terry College of Business Executive Education Center 3475 Lenox Road
Atlanta, GA 30326
3/19/2013 7:30 AM - 3/22/2013 1:15 PM
Register before 2/20/2013 12:00 AM for early registration fee

 
New to the research function? 
A research manager or analyst with less than 4 years of experience? 
A marketing manager who needs a better understanding of MR?
Then this program is for you!
 

This 3 ½ day program is designed to strengthen your knowledge and grasp of marketing research fundamentals.  Leading experts from industry and academe will share their knowledge and experience in designing, implementing, interpreting, and reporting quality marketing research.  They will cover the following topics using real case examples, hands-on experiences, and practical applications:
  • Properly defining the research problem
  • Developing a research plan and designing the research
  • Using qualitative methods of data collection, including social media
  • Designing effective questionnaires
  • Identifying, understanding, and apply appropriate sampling techniques
  • Analyzing data through various quantitative methods
  • Understanding how to ethically obtain and strategically use competitive intelligence
  • Interpreting data and preparing management oriented reports

Click to download the full Marketing Research Academy brochure

Attendees will have ample opportunity to exchange views and experiences with each other and faculty members in the state of the art classroom facilities at the Terry College Atlanta Executive Education Center located in the Buckhead area of Atlanta.  Instructors for the school all have extensive marketing research knowledge and experience, as well as significant experience in developing and presenting executive education. These individuals will help you improve your skills and enhance your ability to understand, use, and manage marketing research. 

We look forward to seeing you at this year’s program. The Marketing Research Academy for Business Professionals is jointly offered by the American Marketing Association and the Terry College of Business at the University of Georgia and is the first program in a two part series on marketing research.

The second program in this series, The Advanced School of Marketing Research offered November 4 – 8, 2013, is designed for middle and senior level professional marketing researchers who have a solid base of experience in marketing research and who are looking for the latest in advanced tools and methodologies.

Register for Marketing Research Academy now and save! Early Bird prices are now available through February 19th!

Tuesday March, 19, 2013

7:30 a.m. – 8:30 a.m. Registration

8:30 – 10:00 a.m. Introduction to Marketing Research

Christopher Murphy, Executive Vice President & Managing Partner, Client Solutions, Millward Brown

To remain competitive companies need to continually adjust their marketing offering to meet ever changing customer needs.  Keeping current with those ever changing needs requires quality marketing research.  This session will define marketing research and will discuss its critical importance to effective decision making. The broad scope of marketing research, including consumer research, business to business research, and competitive intelligence will be covered. The importance of and key elements of marketing information systems will be discussed.  The session will address how to handle key challenges faced by researchers on both the client and vendor side.
 
10:30 a.m. – 12:00 noon Problem Definition
 
Christopher Murphy, Executive Vice President & Managing Partner, Client Solutions, Millward Brown
 
The success of a marketing research project begins with correctly identifying and framing the marketing problem.  This is often the most difficult step in the research process.  Poor problem definition can result in wasted time and money, and can lead to information that has been correctly collected but that does not address the marketing problem at hand.  This session will address how to identify the key concerns of the decision maker and how to differentiate between symptoms and problems.  Methods for setting appropriate research objectives and developing key research questions and hypotheses will also be covered.
 
Lunch 12:00 noon – 1:15 p.m.
 
1:15 – 3:00 p.m. and 3:30 – 5:00 Research Design
 
Walter Blotkamp, Vice President, MMR Research
 
The research design is the master plan for a research project. The plan establishes what information is needed and how that information will be collected. An effective research design ensures that the data collected will be accurate and valid and will address the research problem at hand. This session will outline the steps in establishing an appropriate research design including definition of objectives, sampling plan, data collection tools, and the analysis plan. The three main types of research (exploratory, descriptive, and causal) and will be discussed. Sources of secondary data and methods of collecting primary data will be covered. Issues of data validity and reliability will be introduced. 

Wednesday, March 20, 2013

8:30 a.m. – 12:00 noon Sampling (30 minute break at 10 a.m.)
 
Richard (Rich) J. Fox, Ph.D, Associate Professor of Marketing, Terry College of Business, University of Georgia
 
The quality of research results depends substantially upon the quality of the sample used to obtain those research results.  This session will provide guidelines on how to develop and implement a sampling plan that will provide valid, projectable results.  The proper identification of the population to be sampled and the selection of an appropriate sampling frame will be discussed. The difference between probability and non-probability sampling, as well as the importance of probability sampling in the context of drawing conclusions, will be discussed.  The importance of sample size and the calculation and meaning of sampling error will be addressed.  The benefits of stratified sampling will also be discussed.

Lunch 12:00 noon – 1:15 p.m.
 
1:15 – 3:00 p.m. and 3:30 – 5:00 p.m. Questionnaire Design
 
Alisa Hamilton, Director of Project Management, CMI
 
In marketing research it is not only critical to ask the right question, it is just as critical to ask that question in the right way.  Survey results can be influenced significantly by the way a question is worded, where the question appears in survey and the format of the question.  This session will address key issues in designing and developing effective questionnaires that will capture the true beliefs and actions of consumers.  Issues that will be addressed include selecting the appropriate types of questions (likert scale, projective, semantic differential, etc) and the advantages and disadvantage of each question type.  Understanding the difference between ratio and interval scaled questions and the proper use of each will be covered.   Do’s and don’ts of question wording will be shared along with key strategies of sequencing questions.  This session will ensure that your future surveys are both effective and user friendly.

Thursday, March 21, 2013

8:30 – 10:00 a.m. and 10:30 – 12:00  Qualitative Research Methods including Social Media Research
 
Naomi Henderson, Master Moderator/CEO, RIVA Market Research and Training Institute
 
Qualitative research provides an understanding of consumers’ thought processes and helps to discover the “why” of consumer behavior. This session will discuss when qualitative research should be used and its advantages and disadvantages as well as how the use of social media research can be a useful tool. Specific tools of qualitative research including facilitation, focus groups, in depth interviews, case studies, voice of the customer techniques, observational and ethnographic methods, and usability studies will be covered. Actual case studies will be presented and attendees will have the opportunity to offer and have discussed current situations they are facing which are amenable to qualitative research.

Lunch 12:00 noon – 1:15 p.m.
 
1:15 – 3:00 p.m. and 3:30 – 5:00 p.m. Data Analysis
 
Serap Bilis Alvarez, Research Analyst, CMI
 
Data analysis is the step in the research process concerned with transforming data into meaningful information.  Appropriately analyzing the data collected is critical to effective decision making.  This practitioner oriented session will cover the basic analytical tools and techniques commonly used in the marketing research industry.   Emphasis will be placed on how to apply the methods and interpret results, not the mathematical details.  The session will include descriptive statistics, hypothesis testing, sample size determination, regression analysis and analysis of variance.  Real world examples and applications will be provided.
 
Reception, 5:15 – 6:30 p.m.

Friday, March 22, 2013 

8:30 – 10:00 a.m. Competitive Intelligence
 
Timothy Kindler, Associate Director, Competitive Intelligence, Ernst & Young LLP
 
Competitive intelligence cannot be developed as an afterthought or operated in a vacuum.  In order for a CI program to truly have an impact, the goals of the intelligence program need to be in sync with those of the overall corporate strategy and operational planning processes.  Competitive Intelligence provides the insight and perspective on the external environment, without which business plans may not be grounded in reality.  This session will detail a process for aligning CI with corporate strategy and business planning that should be used from start to finish.  Topics to be covered include: organization structure and alignment, communication issues, key deliverables, integration with market research, and metrics for success.
 
10:30 a.m. – 12:00 noon Research Report Writing and Presentation  
Bruce Olson, Partner, MMR Research 

The final step in the research process is presenting research results to the decision maker. This step is greatly influenced by how well the initial research objectives were defined and should be considered at the outset of the research, not just “at the end.” This session will show how to present results that are understandable and actionable. This session will cover the key elements of an effective research report. It will demonstrate how to translate the results of a statistical test into meaningful information for managers. The proper use of graphics in both written and oral presentations will be covered. Examples of great and “not so great” report language will be shared.
 
12:00 p.m.    Program ends.  A boxed lunch will be available to go.
This event has passed and is unavailable for registration.

The Venue
 
The course is held in the University of Georgia Terry College of Business Executive Education Center in Atlanta, GA.  The center is located at 3475 Lenox Road, Atlanta, GA 30326, in the One Live Oak Center, directly adjacent to the conference hotel.  The center is accessible via interstates 85, 75, and Georgia State Route 400 or by Atlanta’s rapid transit system (MARTA).

The Hotel

For your convenience, a special discounted rate of $133 a night has been negotiated with the Altanta Marriott Buckhead Hotel and Conference Center.  The Marriott is located at 3405 Lenox Road, adjacent to the Terry College Executive Center. 
 
To get the special rate, you must book by March 4th, using this link to make your reservation.
 
Accessibility

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department at 312-543-9002 and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

 

Travel
 
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.
 
Call 1-800-542-9700 within the U.S. and Canada. Reservation lines are open Monday through Friday, 8 a.m. - 6 p.m. CST, or you may contact them via email at association@towertravel.com 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Rental Car Information

Alamo Rent-A-Car
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or call Alamo Rent A Car at 1-800-462-5266. Be sure to request Contract ID AMA7745 at the time of reservation.

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or call National Car Rental at 1-800-CAR-RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.