Burke Institute Seminars
The Burke Institute presents
 

Practical Marketing Research On-Site Training

This on-site training class is also available as Public Schedule Seminar.

This comprehensive 3-day seminar is designed for people who want to learn how to plan and implement marketing research studies from start to finish.

Course Description/Agenda


This comprehensive 3-day seminar is designed for people who want to learn how to plan and implement marketing research studies from start to finish. Specifically, 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 focus groups, depth interviews, mobile and online surveys, and many other data collection methods.
  • How to create high quality questionnaires that will lead to actionable results.
  • How to implement the best study design, select the most appropriate sample, and control the quality of your data.
  • How to create a report that will communicate the research findings to the decision makers so they will listen and take action.

 

Practical Marketing Research
Course Outline and Schedule
----- First Day -----
08:30 AM - 08:45 AM Introduction
08:45 AM - 10:15 AM Session 1
    RESEARCH FOR MARKETING DECISIONS:
  • The mission of marketing research
  • Common errors in research and the need for a systematic approach
  • Translating decisions into information needs and data requirements
  • A decision oriented marketing research system – steps, interrelationships and priorities
  • Case studies of use and misuse of marketing research
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 2
    RESEARCH PROPOSALS AND DATA SOURCES:
  • Types of data obtained in marketing research and the key sources
  • Primary vs. secondary research and when to use each
  • Comparing qualitative and quantitative research designs
  • Writing and responding to RFI’s and RFP’s
  • Directories and online resources for selecting research suppliers and vendors
12:00 PM - 01:15 PM Lunch Break
01:15 PM - 03:00 PM Session 3
    PRIMARY RESEARCH I – QUALITATIVE METHODS:
  • Commonly used qualitative methods (focus groups, in-depth interviews, observational methods, ethnography and other techniques)
  • Pros and cons and when to use each
  • Advanced qualitative techniques such as laddering, brainstorming, Synectics and others
  • Cost guidelines for qualitative research projects
03:00 PM - 03:15 PM Break
03:15 PM - 05:00 PM Session 4
    PRIMARY RESEARCH II – QUANTITATIVE METHODS:
  • Various data collection methods: mail, telephone, in-person, Internet and other options
  • When to use each and their pros and cons
  • Selecting the best method for design flexibility, data quality, respondent selectivity and operational efficiency
  • Multimode research; the when, where, why and how
----- Second Day -----
08:30 AM - 10:15 AM Session 5
    SAMPLING CONCEPTS, STRATEGY AND TECHNIQUES:
  • Sampling vs. nonsampling errors, relationship between sample size and total error
  • Selecting a sampling technique; description of common sampling procedures
  • Formulae for computing sample size and the relationship between the factors which influence the sample size and plan
  • Sample sources and panels
  • Incidence - what does it mean and how does it impact our studies
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 5
SAMPLING CONCEPTS, STRATEGY AND TECHNIQUES (continued)
12:00 PM - 01:15 PM Lunch Break
01:15 PM - 03:00 PM Session 6
    QUESTIONNAIRE DESIGN I – FUNDAMENTAL CONSIDERATIONS:
  • Characteristics of marketing data
  • Levels of measurement and consequences of improper manipulations of some common types of research data
  • What you should know before designing a questionnaire
03:00 PM - 03:15 PM Break
03:15 PM - 05:00 PM Session 7
    QUESTIONNAIRE DESIGN II – PLANNING:
  • Workshop illustrating common errors in questionnaire construction
  • Systematic planning - flowcharting and guidelines
  • Framework for deciding question structure and wording
  • A checklist of do’s and don’ts for developing a questionnaire
  • Pretesting questionnaires
----- Third Day -----
08:30 AM - 10:15 AM Session 8
    QUESTIONNAIRE DESIGN III – EXECUTION:
  • Open vs. close-ended questions
  • Alternative procedures for obtaining data from respondents
  • Choosing multiple choice, ranking procedures, rating scales, constant sum and other procedures
  • Overview of direct and indirect approaches including conjoint analysis
  • Workshop — pre-test a questionnaire to identify problems and to improve the format and content
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 9
    DATA ANALYSIS I - PLANNING AND PREPARATION:
  • Developing an analysis plan for a research study How to translate data into information for decision making
  • Questionnaire planning guide
  • Preliminary operations (coding, editing, cleaning, & tabulation of data)
  • Cautions and guidelines
12:00 PM - 01:15 PM Lunch Break
01:15 PM - 02:45 PM Session 10
    DATA ANALYSIS II – 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
02:45 PM - 03:00 PM Break
03:00 PM - 04:30 PM Session 11
    COMMUNICATING RESEARCH:
  • Recommendations for effectively presenting actionable information to decision makers
  • Common problems with marketing research reports
  • Suggestions for organizing the research report
  • Proper use of tables, charts, graphs, and maps
  • Recommendations for oral and written reports
  • Online and automated reports
  • Tips for presenting research reports
04:30 PM - 04:45 PM Concluding Remarks
WE HIGHLY RECOMMEND COMBINING THIS SEMINAR WITH "Applying Research & Insights: Customer, Brand, Product" FOR A COMPREHENSIVE PROGRAM.

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Practical Marketing Research" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
"Outstanding! I can't believe how much I learned in just 3 days. (The speaker) dynamic, interesting, funny. (The seminar manual/workbook) a fantastic reference."
Supervisor, Jackson Associates

 

"Excellent - highly worthwhile. The program provides precisely what the title suggests - practical marketing research info. (The manual) is a great tool to take back and refer to and share with others."
Research Project Manager, Nationwide Insurance

 

"Fantastic -- essential information to be able to do my job accurately and confidently. (The speaker) couldn't have been better -- kept the flow of information going at a good pace, answered questions well, kept my attention."
Research Specialist, Chevron

 

"Fantastic. I have a Masters Degree and Ph.D. from Harvard and have attended all kinds of conferences. This was the best ever. It is so practical, full of useful and powerful information."
Planning Analyst, ConAgra

 

"I thought the content of the seminar was excellent. We covered a lot (if not all) the major topics, and {speaker} was willing to go into more detail regarding areas that were of interest to us."
Marketing Analyst, Brown-Forman

 

"Chuck full of information. The process and content exactly what I need to apply to my job. Great foundation on market research."
Transit Research Specialist, MARTA

 

"Great – chock full of wisdom. Design, layout, sequence and examples were excellent."
Director of Marketing, Great American Insurance

 

"Excellent experience. I would highly recommend this to any of my colleagues. I enjoyed the broad array of subject matter and the timing allocated to each."
Manager, Brand Research, Guinness

 

"Outstanding overview of major areas of research for a newcomer like myself. One of richest seminars I’ve ever attended."
Manager, Syndicated Research, Nestle USA

 

"Perfect! Just what I was hoping for and more. Great general summary. Really filled in my knowledge gaps."
Group Manager, Amazon.com

 

"This was very useful. I feel like a whole semester of college was summarized in three days. It was useful, fun, and relaxed. Overall, it was a great experience."
Research Associate, Ketchum

 

"This is just what I needed. I needed an overview of marketing research and to familiarize myself with terms and techniques. I tried to read textbooks to educate myself and found them totally incomprehensive and grueling reads."
Marketing Analyst, Time, Inc.

 

"This class was extremely beneficial and I needed to take it a long time ago! We touched on everything that I had questions on and this will help me organize Q3 and Q4 data as well as add new recommendations into our Satisfaction program in 2006."
Senior Market Research Analyst, Sprint Corporation

 

"I cannot say enough good things about the seminar. The (seminar leader) is an excellent instructor. His real world examples really helped us relate to the topic discussions. I did not expect to come away from the seminar with the amount of new knowledge that I acquired. I hope to attend as many Burke seminars as possible. There is no sense wasting time/money with other training institutes. Burke is outstanding!"
Marketing Research Analyst, Foremost Insurance

 

"This was an introductory seminar for me and I was extremely pleased how much I learned about marketing research in just three days. The instructor was very knowledgeable, professional, and utilized superior teaching methods to keep the seminar engaging, relevant, and fun. I wish it had lasted 2 more days!"
Associate, BioTrends Research Group

 

"The content was concise, but very detailed - excellent general overview of mktg. research. And the binder was an exceptional takeaway with tons of good information to refer back to in my work."
Research Manager, Capital One

 

"(Seminar leader) did an outstanding job with presenting the materials. I am always energized from Burke classes and feel more knowledgeable afterwards. I actually tell people that I get more out of these classes than what I got out of my college education!"
Market Research Analyst/AVP, National City Corporation

 

"Great overview of market research that gave just enough depth for me to apply what I learned and be able to explain the concepts if needed."
Research Associate, Animal Planet & Discovery Kids Media

 

"This course was absolutely essential for me to attend. It was like taking a semester course in 3 days! The material was extremely relevant and applicable to my work. I cannot say enough about the instructor, Sid. He is such an excellent speaker and teacher and is very competent and knowledgeable. I will definitely plan to attend future Burke Institute courses."
Marketing Research & Analysis Specialist, Cook Medical

 

"I thought this seminar was fantastic! I came back to the office excited to use what I learned from Tony and felt that I can do a great job! I think he helped prepare us for how to do it right and what to look for so that it's accurate. I really enjoyed this seminar. Our company really likes Burke!"
Marketing Analyst, Florida Power & Light

 

"Excellent content - First day was broad enough that people with little background became grounded and by the third day the detail was sufficient that those with more experience were learning a great deal as well."
Manager, Perfetti Van Melle USA

 

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