Advanced School of Marketing Research

Nov 06 - 10, 2017
Terry Executive Education Center
3475 Lenox Road, Atlanta, GA 30326

AMA Member: $2,600

Non-Member: $3,420

Cost before October 6.  After October 7, AMA Member: $3,040 and Non-Member: $3,800


The University of Georgia Terry College of Business partners with the American Marketing Association to provide marketing researchers and managers with tools to increase sales, price products for increased profit, get maximum return from marketing dollars, and strengthen customer loyalty. Marketing research professionals looking for advanced techniques with proven results should attend this program. 


The program takes a pragmatic approach to help researchers solve real marketing challenges from the insights of leading practitioners. Selected for their knowledge and experience in the marketing industry, instructors explain, apply, and demonstrate the latest thinking in marketing research methods and models including:
  • Segmentation
  • Competitive intelligence
  • Qualitative research methods
  • Structural equation modeling
  • Developments in online research
  • Research approaches to pricing decisions
  • Customer loyalty and profitability research
  • Measuring and strengthening brand equity
  • Experimental design for conjoint and discrete choice modeling
  • Using agent-based modeling to maximize return on marketing investments

Taught at the state-of-the-art classroom facilities at the Terry Executive Education Center in Atlanta, this course is designed for professional marketing researchers and market research managers with a solid base of experience in marketing research and a fundamental understanding of statistical methods. Session topics are based on the recommendations of leading marketing research directors and analysts, AMA officers, past attendees, and the Terry College Master’s of Marketing Research Executive Advisory Board.


Qualitative Research Tools
Candice Hollenbeck, PhD, Faculty, Marketing Department, University of Georgia

Social Media Research
Kendall Nash, Vice President, Qualitative Research Services, Burke, Inc.

Online Research Development
Jeff Miller, President & CEO, Burke, Inc.

Conjoint Analysis & Discrete Choice
John Wurst, PhD, President, Atlanta Marketing Sciences Consulting, and Faculty, Marketing Department, University of Georgia

Behavioral Economics and Research
Marcus Cunha, Jr., PhD, Associate Professor of Marketing, University of Georgia

Pricing Research
Rob Arnett, Executive Vice President, M/A/R/C Research

Measuring Brand Equity
Christopher Murphy, President, Millward Brown Analytics, Millward Brown

New Product Development
Walter Blotkamp, Vice President, MMR Research Associates

Making Brain Science Pragmatic
Charles Swann, Vice President, LRW

Market Segmentation
Jacqueline M. Dawley, PhD, President, Insight Analysis

Data Visualization
Kristen Downs, Graphics Specialist, MMR Research Associates

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