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Practical Marketing Research  

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For people who want to learn how to plan and implement marketing research studies from start to finish.

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This seminar is designed for people who want to learn how to plan and implement marketing research studies from start to finish. (see full course description)

 

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Training Course Syllabus:


Practical Marketing Research

Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction

08:45 AM - 10:15 AM Session 1

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

10:15 AM - 10:30 AM Break

10:30 AM - 12:00 PM Session 2

RESEARCH PROPOSALS AND DATA SOURCES:

Types of data obtained in marketing research and the key sources
Primary vs. secondary research and when to use each
Comparing qualitative and quantitative research designs
Writing and responding to RFI’s and RFP’s
Directories and online resources for selecting research suppliers and vendors

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM Session 3

PRIMARY RESEARCH I – QUALITATIVE METHODS:

Commonly used qualitative methods (focus groups, in-depth interviews, observational methods, ethnography and other techniques)
Pros and cons and when to use each
Advanced qualitative techniques such as laddering, brainstorming, Synectics and others
Cost guidelines for qualitative research projects

03:00 PM - 03:15 PM Break

03:15 PM - 05:00 PM Session 4

PRIMARY RESEARCH II – QUANTITATIVE METHODS:

Various data collection methods: mail, telephone, in-person, 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
Multimode research; the when, where, why and how


----- Second Day -----

08:30 AM - 10:15 AM Session 5

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
Sample sources and panels
Incidence - what does it mean and how does it impact our studies

10:15 AM - 10:30 AM Break

10:30 AM - 12:00 PM Session 5

SAMPLING CONCEPTS, STRATEGY AND TECHNIQUES (continued)

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM Session 6

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

03:00 PM - 03:15 PM Break

03:15 PM - 05:00 PM Session 7

QUESTIONNAIRE DESIGN II – PLANNING:

Workshop illustrating common errors in questionnaire construction
Systematic planning - flowcharting and guidelines
Framework for deciding question structure and wording
A checklist of do’s and don’ts for developing a questionnaire
Pretesting questionnaires

----- Third Day -----

08:30 AM - 10:15 AM Session 8

QUESTIONNAIRE DESIGN III – EXECUTION:

Open vs. close-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
Workshop -- pre-test a questionnaire to identify problems and to improve the format and content

10:15 AM - 10:30 AM Break

10:30 AM - 12:00 PM Session 9

DATA ANALYSIS I - PLANNING AND PREPARATION:

Developing an analysis plan for a research study How to translate data into information for decision making
Questionnaire planning guide
Preliminary operations (coding, editing, cleaning, & tabulation of data)
Cautions and guidelines

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 02:45 PM Session 10

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
Crosstabs, summary statistics, interpretation and use of significance tests, correlations and multivariate techniques

02:45 PM - 03:00 PM Break

03:00 PM - 04:30 PM Session 11

COMMUNICATING RESEARCH:

Recommendations for effectively presenting actionable information to decision makers
Common problems with marketing research reports
Suggestions for organizing the research report
Proper use of tables, charts, graphs, and maps
Recommendations for oral and written reports
Online and automated reports
Tips for presenting research reports

04:30 PM - 04:45 PM Concluding Remarks

WE HIGHLY RECOMMEND COMBINING “PRACTICAL MARKETING RESEARCH” WITH “Applying Research & Insights: Customer, Brand, Product” FOR A COMPREHENSIVE PROGRAM.

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Specialized Moderator Skills for Qualitative Research Applications" seminar. Names of evaluators have been left out as a matter of professional courtesy.


Outstanding! I can't believe how much I learned in just 3 days. (The speaker) dynamic, interesting, funny. (The seminar manual/workbook) a fantastic reference.   Supervisor  Jackson Associates

Excellent - highly worthwhile. The program provides precisely what the title suggests - practical marketing research info. (The manual) is a great tool to take back and refer to and share with others.   Research Project Manager  Nationwide Insurance

Fantastic - essential information to be able to do my job accurately and confidently. (The speaker) couldn't have been better - kept the flow of information going at a good pace, answered questions well, kept my attention.  Research Specialist  Chevron

Fantastic. I have a Masters Degree and Ph.D. from Harvard and have attended all kinds of conferences. This was the best ever. It is so practical, full of useful and powerful information.  Planning Analyst ConAgra

I thought the content of the seminar was excellent. We covered a lot (if not all) the major topics, and {speaker} was willing to go into more detail regarding areas that were of interest to us.   Marketing Analyst Brown-Forman

Chuck full of information. The process and content exactly what I need to apply to my job. Great foundation on market research.  Transit Research Specialist MARTA

Great – chock full of wisdom. Design, layout, sequence and examples were excellent.   Director of Marketing  Great American Insurance

Excellent experience. I would highly recommend this to any of my colleagues. I enjoyed the broad array of subject matter and the timing allocated to each.  Manager, Brand Research  Guinness UDV

Outstanding overview of major areas of research for a newcomer like myself. One of richest seminars I’ve ever attended.  Manager, Syndicated Research  Nestle USA

Perfect! Just what I was hoping for and more. Great general summary. Really filled in my knowledge gaps.  Group Manager  Amazon.com

Seminar Summary:

This seminar is designed for people who want to learn how to plan and implement marketing research studies from start to finish. (see full course description)

print this agenda print agenda for the Practical Marketing Research training seminar

 view dates and locations for this seminar

 

 

 

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