By the end of the program, participants will be able to:

• Explain how research can be used to identify and solve marketing problems.
• Cite the ways in which the Internet is used in marketing research.
• Identify a research problem and objective.
• When and how to use both qualitative and quantitative research designs.
• Explain how to use secondary research to answer marketing questions.
• Discuss probability and nonprobability samples are used.
• Create research questionnaires using different types of questions and scales.
• Explain the concepts of data analysis, interpretation and presentation.

Marketing and Marketing Research Overview

• Marketing fundamentals and how they affect business success
• Marketing mix
• Product lifecycle
• Market segmentation
• Targeting and positioning
• The role of marketing research as an information aid that guides decision making
• Steps in the marketing research process
• Identifying the business issue
• Defining the research scope and developing research hypotheses
• Custom research vs. syndicated services
• Three types of research design: exploratory, descriptive and causal
• Primary vs. secondary research techniques and when to use each
• Advantages and disadvantages of various data collection methods:
• Qualitative research techniques: observation, focus groups, depth interviews
• Quantitative research techniques: Internet surveys, mail surveys, phone surveys, in-person

Key elements of marketing research proposals

• Practical applications of marketing research
• Sampling Process and Sample Plans
• Reasons for sampling
• Sampling methods:
• Probability techniques: random sampling, systematic sampling and stratified sampling
• Non-probability techniques: convenience, judgement, quota, panel and referral

Specialized sampling techniques: disproportionate, double sampling and validation

• Types of error in consumer sampling
• Steps in developing a sample design plan
• "Rep" consumer samples
• Methods for determining sample size
• Approaches: Arbitrary, conventional, cost basis, statistical analysis, confidence interval

Practical considerations in establishing sample size

• Precision, reliability and validity
• Confidence intervals for means and proportions

Sources of consumer samples for various research techniques

• Focus Groups
• Key benefits of focus groups and when to use them
• Disadvantages of focus groups
• Online focus groups vs. traditional focus groups
• Focus group selection criteria
• Focus group composition
• Recommended size of focus groups
• Recruitment and selection of focus group participants
• How to determine the appropriate number of groups
• Selecting appropriate markets for groups

Creating effective focus group discussion guides

• Focus group moderators:
• Role and responsibility
• Tips for choosing a moderator
• Techniques moderators use to run successful groups

Focus group analysis

• Pointers for summarizing focus group sessions
• Questionnaire Design

Steps in the questionnaire design process

• Major differences between mail, phone and Internet questionnaires
• Question design:
• Suggestions for question wording
• Common mistakes in writing questions and how to avoid them

Questionnaire organization and question sequencing

• Flowcharts
• Logical sequencing
• Common approaches to question flow

Question formats and considerations in selecting the appropriate one

• Open-ended, closed-ended (dichotomous vs. multichotomous) and scaled questions

Levels of measurement scales and why they're important

• Nominal, ordinal, interval and ratio measures

Scaled response attitudinal measurement techniques

• Modified Likert scale
• Semantic differential scale
• Graphic rating scales
• Itemized rating scales
• Stapel scales
• Percentage scales
• Paired comparisons
• Ranking vs. constant sum technique
• Considerations in selecting the types of questions to use
• Types of bias and how they can be avoided

Designing effective Internet survey instruments

• Checklist of recommended do's and don'ts
• Data Analysis and Communicating Research Results

Stages of data processing

• Major elements of a tabulation plan
• Preparing data for tabulation
• Editing, cleaning and coding specifications
• Developing master code lists for open-ended responses
• Methods used for missing responses
• Base considerations
• Stub and banner specifications
• Marginals
• Cross-tabulation nomenclature
• Direction of percentaging: vertical vs. horizontal

Weighting and sample balancing considerations and techniques

• Summarizing research results:
• Four types of bases
• Principles to follow when classifying responses
• Analytical methods for summarizing data and their appropriate uses:
• Frequency distributions, percentages
• Measures of central tendency: mean, median, mode
• Measures of dispersion: range, variance, standard deviation
• Indices

Statistical inference

• Confidence intervals, hypothesis testing and significant differences
• Directional and non-directional hypothesis testing
• Z test for the differences between two means and proportions
• Tips on ways to effectively communicate research findings:
• Oral presentations and written summaries of research results
• Presenting facts and offering actionable recommendations

Any marketer seeking to improve their organization’s market and economic performance including those with specific market research or competitor intelligence responsibilities.