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2019 Advanced School of Marketing Research

Atlanta, GA

Stay Ahead of the Curve

The basics of marketing research are changing. Even the skills you learned a few years ago are already becoming dated. Strengthen your foundational marketing research knowledge and add advanced skills in today’s most important topics like data visualization and brain science.


What to Expect

In five days of immersive learning, you’ll get the latest thinking in marketing research theory, application and how it all helps you answer important business questions.

  • Why isn’t our current online research providing helpful results?
  • Do I really understand our customers?
  • What marketing messages lead to action?
  • Will people like our new product?
  • What do customers really think about our company?
  • How do I balance prices, volume and margins?

Pricing

Early-Bird (Ends 10/04/19)Standard Price
AMA Member$2,770$3,150
Non-Member$3,530$3,910

The Right Partner

The AMA co-hosts this event with the University of Georgia Terry School of Business. They developed the first Master of Marketing Research program in the U.S. and is internationally regarded in the field.


Is This for Me?

This course is designed for professional marketing researchers who have a solid base of statistical analysis experience and understand how marketing research works. Managers of marketing research departments will also benefit by becoming more familiar with advanced research methods and their application across an array of industries and problems.


AMA Event Policies

Monday, November 4

Qualitative Research Tools

Much emphasis has been recently placed on the future of qualitative research in the online sphere — e.g., on online communities and consumer boards. However, traditional qualitative research methods — e.g., focus groups and in-depth interviews (IDIs) — still play a fundamental role in providing powerful and meaningful insights. This session is focused on understanding the foundations and purpose of qualitative research, current trends, the trade-offs associated with qualitative research, and the breadth of online and offline tools that qualitative researchers can leverage to generate powerful and actionable insights. We will also explore the following issues in qualitative research:

  • ​What skills are required of qualitative researchers?
  • What are the most important components of a qualitative research discussion guide, and how would this apply to various research tools?
  • How is social media influencing qualitative research?
  • How can my company use research communities?

Candice R. Hollenbeck, Ph.D.

Faculty, Marketing Department, University of Georgia

Break

Qualitative Research Tools (Continued)

Lunch

Online Research Development

Online research is now one of the most commonly used tools in the marketing researcher’s toolkit, but in recent years a great deal of change has occurred in this important area. We will explore some of the opportunities and risks associated with emerging tools, such as mobile-based data collection, and will address some of the current challenges to the effective use of Web surveys. We will also tackle one of the biggest concerns facing the research community: declining data quality from fraudulent, professional and/or fatigued members of online panels. We examine not only the magnitude of this problem, but will also discuss the most effective methods for combatting it. Other topics covered in this session include current trends in online research, the latest techniques and technologies for data collection (such as Prediction Markets), and the use of non-conscious measurement in an online environment. The session will also discuss some best practices in the design and deployment of online surveys.

Jeff Miller

President & CEO, Burke, Inc.

Break

Social Media Research

This session will take a deeper dive into qualitative research, focusing specifically on social media, online communities, and virtual platforms. The emphasis will be on demonstrating how these tools are being used by qualitative research professionals to support data collection and enhance the ability to reach their target audience to support better decision making. The discussion will include an emphasis on the fundamental skills and knowledge needed to appropriately apply these next-generation tools and will specifically address:

  • ​How social media networks are being used for research purposes including secondary research
  • Social media and virtual tools which are available
  • Emerging technologies allowing us to engage differently with consumers

Kendall Nash

Vice President, Qualitative Research Services, Burke, Inc.

Tuesday, November 5

Conjoint Analysis and Discrete Choice

Marketing researchers have increasingly turned to conjoint and discrete choice experiments to address questions about product and price optimization and strategy. Fundamental to these techniques is the plan for running the study, which is called the experimental design. The purpose of the first half of this session is to provide a practitioner-oriented introduction to experimental designs for conjoint and discrete choice analysis. The session will cover how designs are created and assessed.  Real-world examples will be presented, and interactive class exercises will be included. The second half of the session will extend coverage of conjoint and discrete choice by presenting modeling and estimation techniques. The discussion will include traditional procedures, latent class and hierarchical Bayesian methods, maximum difference scaling (MaxDiff), and recent developments. Real world examples will be presented, and interactive class exercises will be included. Coverage will include modeling and model estimation, market simulators, and interpreting results.

John C. Wurst, Ph.D.

President, Atlanta Marketing Sciences Consulting, and faculty, Marketing Department, University of Georgia

Break

Conjoint Analysis and Discrete Choice (Continued)

Lunch

Behavioral Economics and Research

Traditional methods of market research have had their effectiveness challenged recently because many believe that such methods may not accurately capture actual consumer behavior. Behavioral Economics, along with other implicit behavior methods, has been proposed as a tool to close this gap between stated behavior and actual behavior as it provides researchers with a set of prescriptive rules that help to predict behavior under different conditions. In this session, we will discuss the underpinnings of behavioral economics, describe a series of heuristics and biases, and discuss the implications of these seemingly irrational behaviors for consumer insights.

Marcus Cunha Jr., Ph.D.

Professor of Marketing, University of Georgia

Break

Behavioral Economics and Research (Continued)

Wednesday, November 6

Pricing Research

Pricing is one area of marketing research that can always demonstrate its ROI. Methods of pricing research can help add incremental sales, prop up unit volume, or pad the bottom line.  Unfortunately, there are a lot of ways to gather information to inform pricing decisions, and they vary in terms of the degree of insight and forecasting accuracy they provide. This session will provide an overview of the most popular methods including monadic tests, the von Westendorp Price Sensitivity Meter and its variants, and discrete choice modeling. The session will use real-world examples to highlight the pros and cons of these methods, and will end with a primer on practical considerations on choosing the right method and best practices in setting up the research.

Rob Arnett

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

Break

Measuring Brand Equity

Brand equity is an important component of successful marketing performance. This session will examine currently used methods of determining and measuring brand equity and will deep dive into why certain practices are more effective than others.   The specific elements of brand equity models will be examined to determine which elements are most important and why. The session will compare and contrast traditional and more cutting edge models to demonstrate which model is best in a given scenario. Case studies demonstrating how and when to use the equity models will be shared.

Christopher Murphy

Chief Client Officer, Kantar North America

Lunch

New Product Development

Creating insight is a crucial part of new product development, and the tools we cover throughout this week put us in good stead for developing such insight. Still, it is widely reported that 9 out of every 10 new products launched fail (just take a look at TV show cast-offs)! We will discuss why this is the case and provide a framework to increase the chances of new product success.  The breakdown is largely due to an inability to turn true insight into foresight – a lack of attaching an insight to competitive landscape end states and the changes likely to take place. While truly finding a need and filling it is certainly one path to success, human motivations short of needs such as simple wants and desires are often overlooked as potential territories for development. Instead of just asking “what’s not working” or “what could work better,” we can and should structure inquiry around aspirations as well. We will review best-in-class research techniques associated with new product development such as needs gap analysis, feature optimization, concept testing, demand forecasting, scenario assessment, and strategic opportunity mapping. We will show how judicious use of these techniques can help ensure that the “good” is not sacrificed in pursuit of “the perfect” and incremental solutions are successfully implemented.

Walter Blotkamp

Vice President MMR Research Associates

Break

New Product Development (Continued)

Thursday, November 7

Making Brain Science Pragmatic

This session will focus on understanding consumers’ non-conscious and emotional motivation.  It comes as no surprise to hear that consumers are not always thorough, rational decision makers. In fact, research shows that we are able to make all kinds of decisions-from evaluating someone’s trustworthiness to deciding if the price of soda is good or bad-without conscious consideration. So how do we make sense of all of this and, as importantly, how should it impact our research approaches?

Swann will present a framework, based on decades of academic research, to understand how consumers’ non-conscious and emotional motivations impact their decisions. By the end of this session, you will understand why emotions and non-conscious motivations are important, when they are most likely to impact consumers, and how to impact consumers’ emotional and non-conscious motivations.

He will also discuss the tools available to measure these motivations, helping you to choose the right approaches for your business objectives.

Charles Swann

Vice President, Lieberman Research Worldwide

Break

Making Brain Science Pragmatic (Continued)

Lunch

Leveraging Online Search Trend Data in Marketing Research

This session will demonstrate how researchers can leverage online search trend data as a powerful source of market intelligence. The first half will focus on how to extract and process historical search trend/volume data from Google Trends and Google AdWords Keyword Planner, including topics such as:

  • How to identify popular search queries on a topic (e.g., brand, product, attribute, event)
  • How to gather historical search trend/volume data by topic, time period (e.g., year, month, week, day, hour, minute) and market (e.g., country, state, city, DMA)
  • How to decompose historical search trend data into seasonal, short- and long-term components

Rex Du, Ph.D.

Professor of Marketing at the Bauer College of Business, University of Houston

Break

Leveraging Online Search Trend Data in Marketing Research (Continued)

The second half will consist of several use cases, illustrating a wide range of applications of online search data in marketing research, for example:

  • Identify common ‘macro trends’ hidden behind the search trends for a large number of brands/products
  • Decompose the impact of advertising into interest generation vs. conversion
  • Use product feature search trends as indicators of feature importance trends in market mix modeling
  • Use co-searches of brands/products to uncover and monitor market structure
  • Analyze minute by minute brand search data to assess the effectiveness of TV ad spots

Evening Reception

Friday, November 8

Information Visualization

Data visualization is more than just a concept; it’s a critical skill that can be learned. In an industry where so much of the information being reported is numbers-based, being an effective visual communicator is essential to creating impactful, engaging reports. Do you know the one essential question to ask before approaching any visualization? Learn this and specific techniques for choosing the most appropriate method of displaying data, as well as how to clear the clutter and use visual cues to guide your reader through a report. The session will also provide strategies for dealing with qualitative/text-heavy research and inspire creativity with suggestions for working with color and imagery, providing a broad look at the many aspects of information visualization. An interactive group activity will challenge participants to identify best practices, while real-world before & after examples will demonstrate those best practices in action.

Kristen Downs

Graphics Specialist, MMR Research Associates

Break

Information Visualization (Continued)

Boxed Lunch

Rob Arnett

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

Rob Arnett has more than 32 years of experience in marketing research across a variety of categories as diverse as packaged goods, technology, and services. He has conducted large numbers of pricing studies across a wide array of industries, helping companies boost profitability and/or market share, while maintaining strong brand franchises. Companies served include Kimberly Clark, Michelin, Electrolux, BAT, Merck, Hershey Foods, S.C. Johnson, Chase Bank, and IBM. Arnett has held senior level research positions with Solution Partners Consulting, SDR Consulting, and Frito-Lay, Inc.

In terms of industry involvement, Arnett is a member and past Chairman of the Advisory Board for the University of Georgia Master of Marketing Research program, past President of the AMA Marketing Research Council, and past President of the University of Georgia Master of Marketing Research Alumni Association.  He holds a Master of Marketing Research from University of Georgia and a B.A. in Journalism, also from the University of Georgia.

Walter Blotkamp

Vice President MMR Research Associates

Walter Blotkamp has over 25 years of marketing research and brand marketing experience on the supplier and client sides. Blotkamp spent 14 years with Verizon/Bell Atlantic and 8 years with Capital One becoming Senior Director of Brand Research and Strategy at Capital One. He has been Senior Faculty at Keller Graduate School of Management where he taught Marketing Research, Marketing Management, Advertising and New Product Development.

Blotkamp has presented at the Frontiers in Service Marketing Conference (Owen School at Vanderbilt) and has been a Guest Speaker at numerous graduate classes including at the Terry School of Business. Most of his research and marketing career has involved creating consumer insight as an engine for new product development. Blotkamp worked on emerging technologies during his time in telecommunications and new business ventures with Capital One. Since joining MMR Research in 2009, Blotkamp has led research for clients such as Marriott, Georgia Pacific, Michelin, and Genworth.

Marcus Cunha Jr., Ph.D.

Professor of Marketing, University of Georgia

Prior to joining UGA, Cunha was an Associate Professor of Marketing at the University of Washington, in Seattle. His research focuses on cognition, judgment, and decision making as applied to understanding issues in pricing and branding. Cunha’s research has been published in premier research journals such as the Journal of Consumer ResearchJournal of Marketing ResearchMarketing Science, and Journal of Marketing.

Cunha teaches MBA, Master of Marketing Research (MMR), and PhD students at UGA, where he has been recognized as an outstanding teacher multiple times by the university. He was recently awarded the Hugh O. Nourse outstanding MBA teacher award. Marcus also teaches the topics of statistical analysis, consumer behavior, behavioral economics, and media effectiveness research to large corporations such as Lowe’s and Assurant, to the Georgia Banking Association, and to the Advanced School of Marketing Research (American Marketing Association) on an ongoing basis. He has been part of consulting projects for multinational corporations both in the USA and in Brazil and has trained research executives in both countries.

Rex Du, Ph.D.

Professor of Marketing at the Bauer College of Business, University of Houston

Du received his Ph.D. in Marketing from the Fuqua School of Business, Duke University in 2005. He has published in various leading marketing journals, including Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Journal of Consumer Research, International Journal of Research in Marketing, Quantitative Marketing and Economics, and Journal of Interactive Marketing.

Du was the winner of the Alden G. Clayton Award for the Marketing Science Institute Dissertation Competition. He was a finalist for the Marketing Science Institute/H. Paul Root Award for significant contribution to the advancement of the practice of marketing. He received the prestigious nomination as a Marketing Science Institute Young Scholar in 2009. He won the Best Paper Award twice at the American Marketing Association’s Advanced Research Technique Forum. In 2017, Du was a finalist for the William F. O’Dell Award, which honors the JMR article published five years ago that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice. In 2018, he was selected as a member of the inaugural class of Marketing Science Institute Scholars.

Du’s research expertise and interests lie in digital marketing, marketing analytics, online consumer interest tracking, brand health tracking, market response modeling, customer relationship management, new product diffusion and sales forecasting. Du teaches marketing analytics, marketing strategy, marketing research, customer relationship management and database marketing. Besides research and teaching, Rex has collaborated with and consulted for many leading corporations (e.g., Bank of America, Wells Fargo, PNC, Citi Mortgage, Ford, Fiat Chrysler Automobiles, Kroger, Giant Eagle, JC Penney, Kellogg’s, Pepsi, Microsoft, Eli Lilly, dunnhumbyUSA, Kantar, comScore).

Kristen Downs

Graphics Specialist, MMR Research Associates

Kristen Downs is the Team Leader of MMR Research Associates’ Graphics Specialists, a position dedicated to the visual interpretation of data. Downs brings nearly 25 years of experience to each presentation she designs and is an expert PowerPoint user specializing in the creation of powerful, eye-pleasing reports.

During her 18-year tenure at M/A/R/C® Research and the past 5 years at MMR, she has worked on projects spanning a wide variety of industries, including financial, telecom, restaurant, CPG, retail, home improvement and insurance. Highly adept at design and layout, Downs enjoys using her creative mindset to develop impactful data visualizations that inspire and delight clients.

Candice R. Hollenbeck, Ph.D.

Faculty, Marketing Department, University of Georgia

Candice Hollenbeck received her Ph.D. from the University of Georgia in Consumer Learning and Education with an emphasis in both the sociocultural and symbolic dimensions of consumer behavior and the cultural ecology of consumption identities. Hollenbeck has been teaching the qualitative research course for our MMR program since 2005.

She currently serves as a faculty member for the Interdisciplinary Qualitative Studies Graduate Certificate Program at the University of Georgia and she has also taught qualitative research in customized executive programs to companies such as Lowe’s. She has published qualitative research papers in the International Journal of Research in Marketing, Journal of Business Research, Journal of Advertising, among other journals.

Prior to her academic career, Hollenbeck was involved in research and practice related to public health. Her industry experience ranged from account management with Johnson and Johnson for six years to industry research projects which focus on improving public health with clients such as Centers for Disease Control and Prevention, Grady Hospital in Atlanta, American Cancer Society, and the International Association of Worksite Health Promotion.

Jeff Miller

President & CEO, Burke, Inc.

Jeff Miller leads Burke’s executive management committee, is chairman of Burke’s Board of Directors, and serves as a strategic advisor to many of Burke’s key client accounts. Jeff has served as a past Chair of the A. C. Nielsen Center – University of Wisconsin External Advisory Board, and past Chair of the MMR Advisory Board at The University of Georgia. Miller is currently a member of Cincinnati Regional Business Committee and is the Treasurer of the Insights Association, the research association formed by the merger between CASRO and the MRA.

A frequent presenter at industry events, Jeff has also authored a chapter in theHandbook of Marketing Research, written and published research papers in professional journals such as the Journal of the Market Research Society, Admap, Quirk’s Marketing Research Review, the CASRO Journal and formerly served on the Editorial Review Board for Marketing Research magazine. Miller holds a B.S. from Virginia Tech and an MBA from the University of Cincinnati.

Christopher Murphy

Chief Client Officer, Kantar North America

Chris Murphy previously served as President, Millward Brown Analytics, and as the Managing Partner of the Market Sciences & Innovation department. Before joining Millward Brown, Chris led Corporate Brand Strategy/Implementation and Insights & Analytics at Verizon. He has held senior-level positions with M/A/R/C Research and US West. He speaks regularly at industry associations, including the ANA, AMA, MSI, GBC, ALI, PRSA, and AARP Focalyst forum. Murphy holds a BA in economics from Furman University and a Master of Marketing Research from the Terry College of Business, University of Georgia, where he is on the Executive Board and is a guest lecturer.

Kendall Nash

Vice President, Qualitative Research Services, Burke, Inc.

Kendall Nash serves as a thought leader for designing and managing all types of qualitative projects for Burke clients and actively moderates qualitative studies in both traditional and digital methods. Nash has been able to serve a wide range of clients in CPG, utilities, technology, telecommunications, construction, insurance and pharmaceutical industries.

She has served as the Past President of QRCA (Qualitative Research Consultants’ Association), is an instructor for the Burke Institute, and regularly presents at industry events on topics such as ethnographic research, uniting quantitative and qualitative data, leveraging digital qualitative methods to optimize usage tests, and engaging cross-generational consumers in research through virtual tools and social media.

Her academic training includes a MBA from the University of Cincinnati and a BS in Marketing from Miami University (Ohio) with a minor in entrepreneurial business

Charles Swann

Vice President, Lieberman Research Worldwide

Charles Swann graduated from the MMR program in 2003 and has, since then, been working for agencies that specialize in the use of consumer insights to make business recommendations. He has worked for companies in a variety of industries including CPG, technology, retail, and entertainment.  Originally from Florida, Charles completed his BA at the University of Florida and his Masters of Marketing Research at the University of Georgia. He lives with his wife in beautiful Boulder, CO.

John C. Wurst, Ph.D.

President, Atlanta Marketing Sciences Consulting, and faculty, Marketing Department, University of Georgia

John Wurst is a faculty member in the Marketing Department at the University of Georgia Terry School where he teaches in the Master of Marketing Research program.  He also has a marketing research consulting practice where he is actively involved in design and analysis.  Wurst’s experience with conjoint and discrete choice modeling spans a variety of industries including packaged foods, telecommunications, financial services, and pharmaceuticals. His research has been presented at professional meetings both nationally and internationally, and published in a variety of academic and practitioner outlets including The Journal of Business & Economic Statistics, The Journal of Professional Pricing, and Marketing Research. Wurst Received a Ph.D. in Management Science from the University of Georgia, and an M.S. in Statistics and B.S. in Chemistry, both from the University of Miami.

Event Location

Terry College of Business Executive Center
Live Oak Square
3475 Lenox Road NE
Atlanta, GA 30326

 


Hotel

AC Hotel Atlanta Buckhead at Phipps Plaza
3600 Wieuca Rd NE, Atlanta, GA 30326
(470) 231-3030

Room Rates:

> Information coming soon.

Please note: Any hotel room booked outside of the AMA negotiated block of rooms may not be eligible for the discounted rate and could have a different cancellation policy.

 


Air Travel Discount

The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NY2M7. There is not a service fee for reservations booked and ticketed via this service.

 


Conference Attire

Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.

 


ADA

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 Support Center (800-AMA-1150 or customersupport@ama.org), 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.

 

 

2019 Advanced School of Marketing Research