Market Research

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Dates & Times

Start Date/Time:  Thursday, June 19, 2008 at 8:00am
End Date/Time:  Friday, June 20, 2008 at 5:00pm

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Venue/Location

The Coleman Center
810 Seventh Avenue
New York, NY 10019

(212) 541-4600 Hotel Info and more: www.colemancenter.com

Registration Fees

Course Description

Length: Two-days 

The goal of this course is to facilitate the marketer’s understanding and use of market research as a means to improve decision making both for risk reduction and opportunity identification. A thorough overview of the marketing research process will highlight its relationship to marketing decision making. You will be exposed to a comprehensive set of market research applications covering strategy, communications, products and services, established, restaged and new.

At the end of this course you will understand:

• The trade-offs between objectivity and involvement inherent to a the market research function and the ways to compensate for these limitations in using market research.
• The scientific method in market research in terms of validity and reliability
• Different types of research design, both qualitative and quantitative
• Different types of data (primary, secondary, custom, syndicated.)
• Market analytics, both simulation and modeling

Who Should Attend

•  Product/brand managers
• Marketing/advertising communication directors and managers
• Assistant product and brand managers
• Advertising managers

Key Topics

• Company Organization of Market Research
• The Market Research Process
• Market Analytics
• Market Research Applications
• Communications Research
• Product / Service Research

Instructor

This course is taught by Jim Donius 

Class Agenda

Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.

Day One (8:30 am - 5:00 pm)

Morning

• Introduction to Market Research

• Definition
• Roles in Decision Making

• Organization of Market Research

• Corporate Information Philosophy
• Alternative Department Structures
• Discussion

Afternoon

• The Market Research Process

• Intersection with Marketing Decisions
• The Scientific Method in Research
• Research Designs
• Types of Data

Day Two (8:30 am - 4:00 pm)

• Market Analytics
• Pre-Market Simulation
• Marketing Models
• Market Research Applications
• Strategic Research

• Communications Research
  
  • Product / Service Research
• Summary/Recap
  

Class Instructors

Jim Donius
President & Chief Executive Officer
Marketplace Measurement Worldwide

Jim Donius is president and Chief Executive Officer of Marketplace Measurement Worldwide. Prior to founding MMWW in 1991, Jim was an executive vice-president at Yankelovich Partners and a senior vice president at NW Ayer. His background includes managerial positions at General Foods, J. Walter Thompson, and Booz Allen & Hamilton, Inc.

Jim’s experience covers a broad range of domestic and international products and services. His company recently won the coveted David Ogilvy Grand Award for research excellence.

Jim is also active in the industry. He serves on the Editorial Review Board of the Journal of Advertising Research, is a member of the prestigious Market Research Council and on the Research Policy Committee of the Ad Council.

He is the former director of research at the Advertising Research Foundation, past president of the Communications Research Council and member of the board of directors of the American Marketing Association, New York Chapter. While at the Advertising Research Foundation, Jim was a primary investigator in the landmark ARF Copy Research Validity Project.

Author of the Association of National Advertisers' publication, Marketplace Measurement, Jim also serves as adjunct professor of marketing at Fordham Graduate School of Business.

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