Event Date/Time: Jan 07, 2002
End Date/Time: Jan 09, 2002
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; 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; computerized databases including types, sources, vendors and procedures for accessing them; published and syndicated data sources, directories and illustrative examples for consumer and business to business researchers; PRIMARY RESEARCH I - QUALITATIVE METHODS: Key decisions in designing primary research including qualitative vs. quantitative methods, communicational vs. observational approaches and other options; focus groups, depth interviews, and other commonly used qualitative methods; pros and cons and when to use each; variations of the basic qualitative techniques such as laddering, brainstorming, Synectics and others; how to get the most out of qualitative research; PRIMARY RESEARCH I - QUANTITATIVE METHODS: Various hard-copy (PAPI) and computerized (CRT) approaches for communicating with respondents; mail, telephone, in-person, CATI, CAPI, CASI, DBM, 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; typical research designs for a wide variety of situations in marketing research; 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; alternate sources of respondents for research studies; 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; QUESTIONNAIRE DESIGN II - PLANNING: Examples illustrating common errors in questionnaire construction; systematic planning - flow charting and guidelines; deciding question structure and wording; a checklist of do's and don'ts for developing a questionnaire; pretesting questionnaires; QUESTIONNAIRE DESIGN III - EXECUTION: Open vs. closed 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; pre-testing a real-life questionnaire to identify problems and to improve the format and content; IMPROVING THE QUALITY OF MARKETING RESEARCH DATA: 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; a checklist of do's and don'ts; DATA ANALYSIS I - PLANNING AND PREPARATION: Developing an analysis plan for a research study; how to translate data into information for decision making; preliminary operations ... coding, editing and tabulation of data; cautions and guidelines; 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; interpretation and use of significance tests: correlational procedures and multivariate techniques; COMMUNICATING RESEARCH: Recommendations for effectively presenting actionable information to decision makers; suggestions for organizing the research report; proper use of tables, charts, graphs, and maps; recommendations for oral and written reports.
This is a three day seminar for $1,800 USD.