Marketing Research Academy

Apr 07 - 10, 2015
Terry Executive Education Center
3475 Lenox Road, Atlanta, GA 30326

Member: $2,175
Non-Member: $2,625

About Marketing Research Academy

The University of Georgia Terry College of Business partners with the American Marketing Association to provide a three and half day program covering the design, implementation, interpretation and reporting of quality marketing research.

This program is most valuable to a research manager or analyst with less than four years of experience, or a marketing manager who simply needs a better understanding of the research function. Experienced instructors will teach participants how to use marketing research to drive growth in their own organizations.

Program Agenda Topics

Day One: 

  • Introduction to Marketing Research — define marketing research and discuss its critical importance to effective decision making
  • Problem Definition — address how to identify the key concerns of the decision maker and how to differentiate between symptoms and problems
  • Research Design — outline the steps in establishing an appropriate research design including definition of objectives, sampling plan, data collection tools, and the analysis plan

Day Two: 

  • Sampling — provide guidelines on how to develop and implement a sampling plan that will provide valid, projectable results
  • Questionnaire Design — address key issues in designing and developing effective questionnaires that will capture the true beliefs and actions of consumers

Day Three: 

  • Qualitative Research Methods including Social Media Research — 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
  • Data Analysis — This practitioner oriented session will cover the basic analytical tools and techniques commonly used in the marketing research industry

Day Four: 

  • Competitive Intelligence — detail a process for aligning CI with corporate strategy and business planning that should be used from start to finish
  • Research Report Writing and Presentation — show how to present results that are understandable and actionable

Presenters and Faculty

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

  • Walter Blotkamp, Vice President, MMR Research

  • Richard (Rich) J. Fox, PhD, Associate Professor of Marketing, Terry College of Business, University of Georgia

  • Alisa Hamilton, Director of Project Management, CMI

  • Naomi Henderson, Master Moderator/CEO, RIVA Market Research and Training Institute

  • Serap Bilis Alvarez, Research Analyst, CMI

  • Timothy Kindler, Associate Director, Competitive Intelligence, Ernst & Young LLP

  • Bruce Olson, Partner, MMR Research
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