Advanced School of Marketing Research

Terry College of Business Executive Education Center 3475 Lenox Road
Atlanta, GA 30326
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee


“The Advanced School of Marketing Research has expanded my marketing toolbox, so I can continue to be innovative and effective in my job.”​ - ASMR Attendee 

 
 
Looking to gain a competitive advantage through the effective use of marketing research?
 
Afraid you’re behind the curve on Big Data?
 

Learn how leading firms are using advanced marketing research techniques to better understand customers, increase sales, use media effectively, make new product development decisions and price products for increased profit in today’s challenging environment. We’ll dive into this and more at the weeklong Advanced School of Marketing Research in early November.

The first half of the week focuses on understanding methodologies and tools that can be used across multiple decision areas, and the second half on using research to make strategic decisions in the key areas of marketing: product, pricing, branding, promotion, target marketing and marketing ROI.

Leading experts from industry and academe explain, apply and demonstrate the most current research tools and methodologies.

You’ll take away the latest research tools and insights, and an understanding of how to apply them to your specific company and problem. 

WHO SHOULD ATTEND

This course is designed for professional marketing researchers who have a solid base of experience in the field and who understand how marketing research works. Managers of the marketing research function will also benefit by becoming more familiar with advanced research methods and seeing how they are applied across a wide array of industries and problems.

To maximize the benefit of this program, attendees should have a fundamental understanding of basic statistical methods.

The Marketing Research Academy for Business Professionals is a 3½-day program covering marketing research fundamentals and designed for those new to the marketing research function, marketing managers needing a better understanding of marketing research and/or research managers/analysts with less than four years of experience in the research field. If your company sent attendees to the 2013 Marketing Research Academy, you are eligible for discounted registration for the 2013 Advanced School of Marketing Research. 

 

For anyone you send to this November’s advanced event, you will get a discount for the 2014 Marketing Research Academy.​​​​

 

CLICK HERE TO VIEW THE BROCHURE AND FULL SESSION DESCRIPTIONS!​​

MONDAY, NOVEMBER 4, 2013

7:30–8:30 am | Registration & Breakfast

8:30–10:00 am | Qualitative Research Methods

Hannah Baker Hitzhusen, Global Healthcare Division Director, SKIM

10:00–10:30 am | Break

10:30 am–12:00 pm | Qualitative Research Methods (continued)

12:00–1:15 pm | Lunch

1:15–3:00 pm  | Using Social Media, Social Networks and Virtual Platforms to Conduct Research

Kendall Nash, Senior Qualitative Consultant in Decision Sciences, Burke, Inc.

3:00–3:30 pm | Break

3:30–5:30 pm | Online Research Developments (Please note that this is an extended session)

Jeff Miller, President, Burke, Inc.

TUESDAY, NOVEMBER 5, 2013

7:30-8:30 am | Breakfast

8:30–10:00 am | Structural Equation Modeling

Christina Liao, PhD.

10:00–10:30 am | Break

10:30 am–12:00 pm | Structural Equation Modeling (continued)

12:00–1:15 pm | Lunch

1:15–3:00 pm | Segmentation

Jacqueline M. Dawley, PhD, President, Insight Analysis

3:00–3:30 pm | Break

3:30–5:00 pm | Segmentation (continued)

WEDNESDAY, NOVEMBER 6, 2013

7:30-8:30 am | Breakfast

8:30–10:00 am | Experimental Design for Conjoint and Discrete Choice Analysis

John Wurst, PhD, President, Atlanta Marketing Sciences Consulting, and Faculty, Marketing Department, University of Georgia

10:00–10:30 am | Break

10:30 am–12:00 pm Conjoint and Discrete Choice Modeling and Applications

John Wurst, PhD, President, Atlanta Marketing Sciences Consulting, and Faculty, Marketing Department, University of Georgia

12:00–1:15 pm | Lunch

1:15–3:00 pm | Pricing Research

Rob Arnett, Executive Vice President, M/A/R/C® Research

3:00–3:30 pm | Break

3:30–5:00 pm | Media Effectiveness Research

Marcus Cunha Jr., PhD, Associate Professor of Marketing, University of Georgia

THURSDAY NOVEMBER 7, 2013

7:30-8:30 am | Breakfast

8:30–10:00 am | Measuring Brand Equity

Christopher Murphy, Executive Vice President & Managing Partner, Client Solutions & Innovation (CSI), Millward Brown

10:00–10:30 am | Break

10:30 am–12:00 pm | Research for Improving the Financial Impact of Marketing

Gordon A. Wyner, Vice President, Client Solutions and Innovation, Millward Brown

12:00–1:15 pm | Lunch

1:15–3:00 pm | New Product Development Research

Walter Blotkamp, Vice President, MMR Research

3:00–3:30 pm | Break

3:30–5:00 pm | New Product Development Research (continued)

FRIDAY, NOVEMBER 8, 2013

7:30-8:30 am | Breakfast

8:30–10:00 am | Big Data and Its Impact on Marketing Research

Charlotte Mason, PhD, Head, Marketing Department and C. Herman and Mary Virginia Terry

10:00–10:30 am | Break

10:30 am–12:00 pm For Great Research…Great Methodology Isn’t Enough

Bruce Olson, Senior Partner, MMR Research

12:00 pm | Program Concludes. A boxed lunch to go will be available!

Registration is not available at this time.
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