Marketing Research Academy

Apr 12 - 15, 2016
Terry Executive Education Center
3475 Lenox Road, Atlanta, GA 30326

Member: $2,200
Non-Member: $2,400

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
  • Introduction to Qualitative Marketing Research — learn the key principles of qualitative marketing research and their appropriate applications

Day Two: 

  • The Qualitative Marketing Research Toolbox — build upon the introductory session by learning the specific tools of qualitative research and the appropriate uses for various qualitative tool categories
  • 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: 

  • Data Analysis — this practitioner oriented session will cover the basic analytical tools and techniques commonly used in the marketing research industry
  • Contemporary Market Research Through Digital — learn digital research strategies using various tools and methods and identify key challenges in successfully implementing digital research

Day Four: 

  • Converting Insights into Action — focus on tangible ways to overcome obstacles that impede research results from being implemented in decision-making

Presenters and Faculty

  • Christopher Murphy, President, Millward Brown Analytics & Chief Client Officer, Millward Brown North America

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

  • Michelle R. Hunt, PhD, Senior Vice President, The Link Group

  • Niels Schillewaert, Managing Partner & Co-founder, InSites Consulting

  • David Sackin, EVP & Managing Director, BBDO Worth
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