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Practical Marketing Research

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In this comprehensive 3-day seminar designed for marketing researchers, you will learn how to plan and implement marketing research studies from start to finish. Specifically, you will learn: How to translate management decisions and information needs into researchable issues; How to select from a myriad of research design alternatives such as focus groups, depth interviews, mail, telephone and in-person surveys, computerized techniques, conjoint analysis and many more; Which approach is best for a wide range of specific applications such as concept tests, customer satisfaction and other tracking studies, segmentation research and the like; How to phrase the right questions, implement the best study design, select the most appropriate sample, control the quality of data and interpret the results to provide the information your management needs; How to communicate the research findings to the decision makers so they will listen and take action. Three days. Fee per person: $2925.

Provider:

Burke Institute

Topic(s):

Customer Service & Sales > Marketing

Who Should Attend?

Marketing researchers

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What You Will Learn

In this comprehensive 3-day seminar designed for marketing researchers, you will learn how to plan and implement marketing research studies from start to finish. Specifically, you will learn:

• How to translate management decisions and information needs into researchable issues.
• How to select from a myriad of research design alternatives such as focus groups, depth interviews, mail, telephone and in-person surveys, computerized techniques, conjoint analysis and many more.
• Which approach is best for a wide range of specific applications such as concept tests, customer satisfaction and other tracking studies, segmentation research and the like.
• How to phrase the right questions, implement the best study design, select the most appropriate sample, control the quality of data and interpret the results to provide the information your management needs.
• How to communicate the research findings to the decision makers so they will listen and take action.

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COURSE OUTLINE AND SCHEDULE

FIRST DAY

8:30 - 8:45 Introduction

8:45 - 10:15 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 - 10:30 Break

10:30 - 12:00 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 - 1:15 Lunch Break

1:15 - 3:00 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

3:00 - 3:15 Break

3:15 - 5:00 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

8:30 - 10:15 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 - 10:30 Break

10:30 - 12:00 SESSION 5 - SAMPLING CONCEPTS, STRATEGY AND TECHNIQUES (continued)

12:00 - 1:15 Lunch Break

1:15 - 3:00 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

3:00 - 3:15 Break

3:15 - 5:00 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

8:30 - 10:15 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 - 10:30 Break

10:30 - 12:00 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 - 1:15 Lunch Break

1:15 - 2:45 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

2:45 - 3:00 Break

3:00 - 4:30 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

4:30 - Concluding Remarks

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Sponsor Background:

Applying Knowledge - Improving Decisions

Burke is one of the premier international research and consulting firms in the world. For 75 years, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems.

We provide our customers with data, information, guidance and far more. Burke strives to become a valued business partner who focuses on finding and implementing solutions to the most critical problems facing our clients today. We give our customers a competitive edge.

Burke: 100% Employee-Owned

Burke is 100% employee owned. In 2004, Burke formed an ESOP (Employee Stock Ownership Plan), ensuring that all employees are able to participate in stock ownership and have a personal stake in helping to contribute to the company's success. The ESOP, representing broad based employee ownership across all positions of the company, currently holds approximately 60% of the shares of Burke, and is expected to own 100% by 2008.

Our Mission

To provide superior decision support services that enable our clients to succeed.

Our Business Commitments and Values

• We will "do what it takes" to meet our commitment to our clients.
• We will display honesty and integrity in all our endeavors.
• We will take a disciplined approach to our work, based on scientific standards and best practices.
• We value smart people doing smart things.
• We value seeking, sharing, and applying knowledge.
• We value organizational agility and flexibility.

Our Commitment to Employees

We will hire and retain only the best people for all positions in the company.

Employees will have a work environment and tools needed to perform their jobs at maximum quality and efficiency.

Employees will be given opportunities for career development and training to enhance their skills.

Employees will be compensated fairly, based on standards of performance and contribution, and will share in the financial success of the company. Employees will treat each other with respect and dignity, recognizing the worth, quality, and importance of each individual.

We will foster an environment where open communication exists among all employees.

The work climate will be free of strict rules and structures, where employees are empowered to take risks and affect change to achieve our common vision.

Burke Timeline

1931

Alberta Burke starts Burke Marketing Research as a data collection agency.

1952

Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials.

Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City.

Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication.

1990

Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer".

1995

Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research.

2004

Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute.

2005

Becomes 100% Employee-Owned

Burke Quick Facts

• Headquarters: Cincinnati, OH USA
• Founded: 1931
• Employees Full Time: 202
• Employees Part time: 178
• Total Revenues (2005) worldwide: $44.1 m
• President & CEO: Michael Baumgardner, Ph.D.

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Quote From Past Participants:

This course was absolutely essential for me to attend. It was like taking a semester course in 3 days! The material was extremely relevant and applicable to my work. I cannot say enough about the instructor. He is such an excellent speaker and teacher and is very competent and knowledgeable. I will definitely plan to attend future Burke Institute courses. -- Marketing Research & Analysis Specialist, Cook Medical

Excellent content - First day was broad enough that people with little background became grounded and by the third day the detail was sufficient that those with more experience were learning a great deal as well. -- Perfetti Van Melle USA

I thought this seminar was fantastic! I came back to the office excited to use what I learned from (the speaker) and felt that I can do a great job! I think he helped prepare us for how to do it right and what to look for so that it's accurate. I really enjoyed this seminar. Our company really likes Burke! -- Marketing Analyst, Florida Power & Light

Great overview of market research that gave just enough depth for me to apply what I learned and be able to explain the concepts if needed. -- Research Associate, Animal Planet & Discovery Kids Media

I cannot say enough good things about the seminar. The (seminar leader) is an excellent instructor. His real world examples really helped us relate to the topic discussions. I did not expect to come away from the seminar with the amount of new knowledge that I acquired. I hope to attend as many Burke seminars as possible. There is no sense wasting time/money with other training institutes. Burke is outstanding! -- Marketing Research Analyst, Foremost Insurance

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

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Past Participants Include:

• Adolph Coors Company
• Alcon Laboratories
• Allied Research, Inc.
• American Express Company
• B.C. Telephone
• Bank of America
• Barbados Telephone Co., Ltd.
• Beatrice US Foods
• Bergen Brunswig
• Blue Cross/Blue Shield
• Campbell Soup
• Canadian Parks Services
• Dannon Company
• Day-Timers, Inc.
• Del Monte USA
• E&J Gallo Winery
• El Paso Electric
• Ernst & Young
• Fia
• Frito-Lay, Inc.
• General Mills Inc.
• Glaxo Wellcome Inc.
• Hallmark Cards Inc.
• Harte-Hanks
• Hewlett Packard Company
• IBM
• IMS America
• John Hopkins Hospital
• Jostens
• K Mart Canada
• Kaiser Permanente
• LL Bean, Inc.
• Lands End
• M&M Mars
• Microsoft Corporation
• Nabisco
• Ontario Hydro
• Procter & Gamble
• Purolator
• R.J. Reynolds Tobacco
• RJR
• Sandoz
• Schering-Plough
• Taco Bell Corporation
• Texaco
• U.S. Army
• Union Gas Ltd.
• VHA Inc.
• Warner Cable
• Wrangler
• Xerox
• Zenger Miller