Essentials of Marketing Research - 2014 - San Francisco

Courtyard San Francisco Downtown
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Essentials of Marketing Research

Knowledge for Business Decisions

Listen to a sneak peek Essentials of Marketing Research Podcast by instructor Jackie Dawley, President, Insight Analysis

Download Essentials of Marketing Research Brochure>>

Successful businesses today rely on research-based knowledge to make effective business decisions in a competitive environment.  This intense two-day training program focuses on the most critical elements of marketing research. It covers the technical aspects of the marketing research process such as sampling, questionnaire design and analysis, as well as current trends, including mobile research and social intelligence.

You will spend significant time exploring real life marketing challenges that organizations can address using proper research methods. Examples include evaluating key brand elements, new product development and customer segmentation. Most of all, you will leave the course with highly usable information to take back and implement immediately.

Reinforce and focus your marketing research skills. This highly interactive program, facilitated by an experienced marketing research professional, can provide you with the knowledge and tools you need to develop and manage research projects to meet your specific goals. No prior marketing research experience is required!

Essentials of Marketing Research - What You Will Learn

  • How marketing research works to help achieve strategic and tactical marketing goals
  • Fundamentals of research including:
    •  How to Initiate a Project, Including Developing Research Objectives
    • Translating information needs into research questions
    • Questionnaire design
    • Data collection methods
    • Qualitative, quantitative, and experimental research methods
    • Analytical techniques such as cross tabs, correlation and other statistical testing  methods (for non-statisticians)
    • Reporting

Essentials of Marketing Research - Who Should Attend?

  • Marketing researchers new to the field
  • Seasoned marketers who need an introduction or refresher to marketing research
  • Marketing practitioners who interface with marketing research suppliers

Essentials of Marketing Research - Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email at Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after November 3, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Essentials of Marketing Research - About the Instructor
Jacqueline M. Dawley

Essentials of Marketing Research - Schedule

Day One

8:00 – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

1) Marketing Challenges and Marketing Research

  • How Research Aids Decision Making
  • Is Marketing Research Necessary?

2) The Marketing Research Process

3) Secondary Research

  • Internal
  • External

4) Primary Research

  • Qualitative Research
    • i) Focus Groups
    • ii) In-Depth Interviews
    • iii) Ethnographic Research
  • Quantitative Research
    • i) Types
    • ii) Research Designs
    • iii) Data Collection Methods
    • iv) Questionnaire Design


Day Two
8:00 – 8:30 a.m. Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

  •  Quantitative Research (cont’d.)
    • v) Sampling
    • vi) Data Analysis and Interpretation

5) Emerging Areas

  • Mobile Research
  • Social Media Research

6) Selected Applications

  • Market Segmentation
  • Attitude & Usage Research
  • Product Design & Pricing Research
Registration is not available at this time.

Training Series Location 
Courtyard San Francisco Downtown 
299 Second Street 
San Francisco, CA 94105  
Phone: 1 415.947.0700 
Fax: 1 415.947.0800 
Reservations: 1 800.321.2211 

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, indoor pool, and complete fitness room. 

Rates: $249.00 single occupancy (plus applicable state & local taxes, currently 16.25% + $0.13 CA tourism fee per night, which are subject to change without prior notice)
Includes complimentary high-speed internet.
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.


Or call 1 415.947.0700 or 1 800.321.2211 & reference Marketing Research Training Series to make reservations. The cut-off date for reservations is October 24, 2014. After October 24, 2014, reservations will be accepted based on availability and at the prevailing rate. 

n order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival. Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at  

ower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

nterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.  
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions & Transportation
From San Francisco - SFO 
Distance: 14 miles N 
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom. 
Estimated taxi fare: $40.00 (one way) 

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3. Please call 1 800 BLUE VAN (1 800.258.3826) for more information. 
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK 
Distance: 18 miles NW 
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right. 
Estimated taxi fare: $60.00 (one way) 

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

ublic Transportation
Bay Area Rapid Transit
San Francisco Municipal Transportation Agency (SFMTA)

Parking at the Hotel
Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $54.00 plus applicable taxes, currently 14% (subject to change without notice)
Valet parking includes in & out privileges. 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.

 Upcoming Conferences


 Corporate Training


 Professional Certification


Take advantage of the AMA's Professional Certified Marketer program and showcase your superior marketing knowledge.