Burke Institute Seminars
The Burke Institute presents

Practical Marketing Research On-Site Training

This comprehensive seminar is designed for people who want to learn how to plan and implement marketing research and insights studies from start to finish.

Course Description/Agenda

WHAT YOU WILL LEARN

How to translate management decisions and information needs into researchable issues.
How to select from a myriad of research design alternatives such as agile research, human centered design, design thinking, qualitative and quantitative studies.
How to implement the best study design, select the most appropriate sample, and control the quality of your data.
How to create high quality questionnaires that will lead to actionable results.
How to determine the best analytical technique to use based on the type of data you have.
How to create a report that will communicate the insights to the decision makers so they will listen and take action.

WORKSHOP AGENDA

SESSION 1: RESEARCH FRAMEWORK FOR FINDING INSIGHTS

The mission of insights based research
Definition of an insight and how do we find insights
Translating decisions into information needs and a decision oriented research framework
Case studies of use and misuse of research
Workshop exercise

SESSION 2: SAMPLING VS NON-SAMPLING ERRORS AND DATA TYPES

Types of research errors and how to minimize them
Non sampling vs sampling errors
Non-response and non-coverage errors
Types of data including primary vs. secondary research and when to use each
Workshop exercise

SESSION 3: SELECT TARGET POPULATION

How to select your target population
Formulae for computing sample size and the relationship between the factors which influence the sample size and plan
How to work with sample providers and other types of sample providers
Incidence – what does it mean and how does it impact our studies
Workshop exercise

SESSION 4: DESIGN CONSIDERATIONS: QUALITATIVE RESEARCH

Basic research design considerations
Types of qualitative research include agile research, human centric design, design thinking and persona based research.
When to use qualitative research and key design considerations for qualitative research studies
Observational research considerations

SESSION 5: DESIGN CONSIDERATIONS: QUANTITATIVE ANALYSIS

Various data collection methods: mobile, in-person, Internet and other options and when to use each and their pros and cons
Selecting the best method for design flexibility, data quality, respondent selectivity and operational efficiency
Multimode and hybrid research techniques; including text analytics, AI, machine learning and other emerging techniques
How to create an analysis plan
Levels of measurement

SESSION 6: BEST PRACTICES FOR DESIGNING QUESTIONNAIRES

Systematic planning - flowcharting and design guidelines
Framework for deciding question structure and wording including a checklist of do’s and don’ts for developing a questionnaire
Question types including open vs. close-ended questions, multiple choice, ranking procedures, rating scales, constant sum
Workshop exercise

SESSION 7: DATA ANALYSIS PLANNING AND EXECUTION

A decision framework and flowcharts for selecting the best statistical procedures for various situations commonly encountered in marketing research
Estimating population characteristics from sample data
Crosstabs, summary statistics, interpretation and use of significance tests, correlations and multivariate techniques

SESSION 8: COMMUNICATING RESEARCH RESULTS

Recommendations for effectively presenting actionable information to decision makers
Incorporating insights work sessions into your reporting process
Suggestions for organizing the research report
Proper use of tables, charts, graphs, and maps
Final workshop: Bringing it all together

More Seminar Information