ADVANCED

SCHOOL OF

MARKETING
RES E A RCH
N O V E M B E R 4 8 , 2 0 13
Terry College of Business
University of Georgia | Atlanta, Georgia

STAY AHEAD OF THE CURVE

Looking to gain a competitive advantage through the effective
use of marketing research? Afraid youre 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 todays challenging environment. Well dive into this and more at the
weeklong Advanced School of Marketing Research in early November.
This program to be held at the University of Georgias Terry College of
Business covers advanced research methods and models and their
application to the real problems faced by marketing professionals. 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 academia explain, apply and demonstrate
the most current research tools and methodologies. Youll hear about the
latest thinking in:
Big Data and its impact on research
qualitative research methods
social media research tools
developments in online research
best practices in new product development research
research approaches to pricing decisions
measuring brand equity
segmentation research tools and strategies
research methods for measuring media effectiveness
experimental design for conjoint and discrete choice modeling
structural equation modeling
improving the financial impact of marketing
selling the value of advanced marketing research to clients
and management
Youll take away the latest research tools and insights and an understanding
of how to apply them to your specific company and problem. Youll also have
plenty of time to interact with leading practitioners and peers and to learn
from the experience of others.

MARKETINGPOWER.COM/ADVSMR

2013 ADVANCED SCHOOL OF

MARKETING RESEARCH
Monday, November 4 Friday, November 8, 2013
CO-SPONSORED BY:
American Marketing Association
Terry College of Business, University of Georgia

FACULTY*
Instructors for the school are selected for their leading knowledge and
proven success in the practice of marketing research. These experienced
individuals bring a pragmatic focus to their sessions while introducing the
latest thinking in both research theory and research application.
Rob Arnett, Solution Partners Consulting
Hannah Baker Hitzhusen, SKIM
Walter Blotkamp, MMR Research
Marcus Cunha Jr., University of Georgia
Jacqueline Dawley, Insight Analysis
Christina Liao, The Coca-Cola Company
Charlotte Mason, University of Georgia
Jeff Miller, Burke, Inc.
Christopher Murphy, Millward Brown
Kendall Nash, Burke, Inc.
Bruce Olson, MMR Research
John Wurst, Atlanta Marketing Sciences Consulting/University of Georgia
Gordon Wyner, Millward Brown
* Subject to change without notice

IS THIS FOR ME?

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.
This program is one of two research seminars offered jointly by AMA and the University of Georgia.
The Marketing Research Academy for Business Professionals is a 3-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 Novembers advanced event, you will
get a discount for the 2014 Marketing Research Academy.

MONDAY, NOVEMBER 4, 2013

7:308:30 am | Check-In and Registration

8:3010:00 am | Qualitative Research Methods

Hannah Baker Hitzhusen, Global Healthcare Division Director, SKIM
Current marketing wisdom tells us that the key to creating value and differentiating
ourselves from the competition lies in our ability to get close to customers, hear their
voices and learn from their experiences. Greater familiarity leads to stronger relationship
management, new product development and long-term customer value identification. This
session will focus on qualitative research as a valuable avenue for developing a deeper
appreciation of customers through understanding their thought processes and feelings,
and uncovering the why of their behavior. We will explore when qualitative research
should be used, its advantages and disadvantages. Well learn about the application of less
traditional methodologies (beyond IDIs and focus groups), and delve into the intersection
between qualitative and quantitative research, and how qualitative methods can be used for
best impact in those situations. Specific qualitative research tools will be covered, including
facilitation, focus groups, in-depth interviews, case studies, observational and ethnographic
methods, and usability studies. Actual case studies will be presented and attendees will
have the opportunity to offer and discuss current business questions they are facing that
could be addressed with qualitative research methods. Participants will be encouraged to
report on their own experiences for critique and commentary.

10:0010:30 am | Break

10:30 am12:00 pm | Qualitative Research Methods (continued)

12:001:15 pm | Lunch

For the full agenda, course descriptions

and registration information, visit
MarketingPower.com/ADVSMR or
call 800.AMA.1150.

MARKETINGPOWER.COM/ADVSMR

1:153:00 pm

Using Social Media, Social Networks and

Virtual Platforms to Conduct Research

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

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 decisionmaking. The discussion will stress 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 that are available
Major players in the social media and online qualitative research landscape

3:003:30 pm | Break

3:305:30 pm | Online Research Developments

(Please note that this is an extended session)
Jeff Miller, President, Burke, Inc.
Although online research has become a commonly
used tool in the marketing researchers toolkit, a great
deal of change has occurred in this important area
in recent years. In addition to exploring emerging
tools like the opportunities and risks of mobilebased research, we will address some of the current
challenges to the effective use of web surveys.
Researchers continue to be concerned about threats
to data quality from fraudulent, professional and/or
fatigued members of online panels. We will examine
the magnitude of the online data quality problem and
methods to combat the problem. The session will
highlight current trends in online research and discuss
the latest techniques and technologies, such as
gamification and the use of online communities. The
session will also discuss some best practices in the
design and deployment of online surveys.

Fantastic!
Real-life

examples
elevated the
presentation
and kept me
engaged.

2012 ASMR participant

TUESDAY, NOVEMBER 5, 2013

8:3010:00 am | Structural Equation Modeling
Christina Liao, PhD, Group Director, Integrated Marketing Science,
CCNA Knowledge and Insights, The Coca-Cola Company
The objective of this session is to introduce the technique of Structural Equation Modeling
(SEM) and its application in practical marketing research studies to prioritize resources
and drive desired business outcomes. SEM is a powerful analytical tool that depicts more
realistically the cause and effect relationships among a set of performance measures and
latent traits underlying these measures. Marketing research in the B2B and B2C environments
usually involves the study of dynamic relationships among business processes, consumer
perceptions and product performance. The traditional key driver approach using regression
analysis tends to simplify such relationships and loses sight of the dynamics and interaction in
business processes. SEM, on the other hand, can capture those dynamics by simulating the
relationships more realistically. SEM has the following key benefits over traditional regression
analysis: 1) allows for estimation of both direct and indirect impact on dependent measures,
2) offers an effective way to deal with performance indictors that are highly correlated with one
another, and 3) provides a more accurate estimation of measurement errors in surveys. SEM
has wide applications in such areas as brand equity, brand awareness, customer satisfaction,
customer loyalty and brand share.

10:0010:30 am | Break
10:30 am12:00 pm | Structural Equation Modeling (continued)
12:001:15 pm | Lunch
1:153:00 pm | Segmentation
Jacqueline M. Dawley, PhD, President, Insight Analysis
Segmentations often drive corporate strategy and marketing decisions. Effective
segmentations aid in identifying opportunities for successful targeted marketing programs and
can reveal unmet needs that form the basis for new product ideas and development. However,
many firms consider their segmentation efforts less than successful. This session will discuss
the methods and approaches for effective segmentation. Topics to be covered include the
variety of uses of segmentation in effective marketing, criteria used to determine the viability of
market segments and issues in targeting segments. Alternative bases for segmenting markets,
techniques typically used for segmentation, and recent trends and practices in segmentation
will all be reviewed.

3:003:30 pm | Break
3:305:00 pm | Segmentation (continued)

MARKETINGPOWER.COM/ADVSMR

 The speaker was funny, informative

and engaging. His topic was relevant and

I learned new information.
2012 ASMR participant

WEDNESDAY, NOVEMBER 6, 2013

8:3010:00 am

Experimental Design for Conjoint and

Discrete Choice Analysis

John Wurst, PhD, President, Atlanta Marketing Sciences Consulting,

and Faculty, Marketing Department, University of Georgia
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, called the
experimental design. The purpose 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.

10:0010:30 am | Break
10:30 am12:00 pm

Conjoint and Discrete Choice Modeling

and Applications

John Wurst, PhD (see title above)

This 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.

12:001:15 pm | Lunch

1:153:00 pm | Pricing Research

Rob Arnett, Senior Partner, Solution Partners Consulting
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 the degree of insight and forecasting accuracy they provide. This session will
give an overview of the most popular methods, including monadic tests, the Van 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 for choosing the right method and best practices in
setting up the research.

3:003:30 pm | Break
3:305:00 pm | Media Effectiveness Research
Marcus Cunha Jr., PhD, Associate Professor of Marketing, University of Georgia
In this session, we will examine the strategic decisions involved in selecting media and
measuring media effectiveness. Media buying is, by far, the most expensive component of
advertising and, as such, its selection should not be driven by tactical decisions. Because
the media landscape has become so complex and dynamic (online vs. offline, above-the-line
vs. below-the-line, etc.), it is imperative that decision-makers develop a customer-centered
framework that allows them to more effectively make strategic decisions about media
selection. The session will also discuss aspects of media mix modeling and the relationship
between share of voice and share of market in shaping media decisions. Short media cases
will be presented to illustrate the concepts discussed.

The presenter provided actionable steps to

avoid pitfalls exactly what I was look for.
2012 ASMR participant

REGISTER BY OCTOBER 7

A N D S AV E $ 1 0 0 !

MARKETINGPOWER.COM/ADVSMR

THURSDAY NOVEMBER 7, 2013

8:3010:00 am | Measuring Brand Equity
Christopher Murphy, Executive Vice President & Managing Partner,
Client Solutions & Innovation (CSI), Millward Brown
Brand equity is an important component of successful marketing performance. This session
will examine best practices for determining and measuring brand equity. The elements of
brand equity will be discussed and numerous methods and models of measuring equity
will be presented. Case studies demonstrating how and when to use the equity models will
be shared. This session will provide a foundation for the follow-up session, Research for
Improving the Financial Impact of Marketing.

10:0010:30 am | Break
10:30 am12:00 pm

Research for Improving the Financial Impact

of Marketing

Gordon A. Wyner, Vice President, Client Solutions and Innovation, Millward Brown
This session will focus on research approaches for linking marketing investments and business
performance as a basis for measuring and improving the financial impact of marketing. It
will include an overview of basic concepts that are necessary for framing the issues e.g.,
marketing metrics, scorecards, response modeling, return on investment, accountability, and
short term vs. long term effects. Some of the key methods traditionally used by marketers
will be illustrated e.g., marketing mix modeling, customer lifetime value and experimental
tests. The session will also cover some of the emerging new applications in ROI measurement
related to the expansion of digital media.

12:001:15 pm | Lunch
1:153:00 pm | New Product Development Research
Walter Blotkamp, Vice President, MMR Research
Creating insight is a crucial part of new product development, and the tools we cover
throughout the week will 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 castoffs!). We will discuss why this is the case and provide a framework to increase 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 Whats 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 that incremental solutions are successfully implemented.

3:003:30 pm | Break
3:305:00 pm | New Product Development Research (continued)

FRIDAY, NOVEMBER 8, 2013

8:3010:00 am | Big Data and Its Impact on Marketing Research
Charlotte Mason, PhD, Head, Marketing Department and C. Herman and Mary Virginia Terry
Chaired Professor of Business Administration, University of Georgia
Big Data is the term used to describe data sets that are so large and so dynamic that they
cannot be analyzed using conventional marketing research tools and software. Big Data
is often described in terms of the 3 Vs of volume, variety and velocity of data. Within the
marketing research field, there is considerable debate over the impact Big Data will have on
traditional marketing research. This session will define Big Data, discuss opportunities for
integrating it into research strategies, outline challenges companies are facing in trying to
collect and use it, and explore the relationship between Big Data and conventional marketing
research. Case examples of the use of Big Data will be shared.

10:0010:30 am | Break

10:30 am12:00 pm

For Great Research

Great Methodology Isnt Enough

Bruce Olson, Senior Partner, MMR Research

Youre all experienced researchers, looking for opportunities to advance. Youve just spent
a week getting educated on key methodologies and their potential applications, adding to
your tool chest. But what determines how you will be valued as a researcher? How do you
demonstrate that value every day, on every project? In this session, we will discuss what
drives the perception of value in a researcher and how you should be evaluating yourself and
the work you do. The reality is that expertise in methodologies and statistics is NOT the most
important factor in determining whether you advance to and/or beyond the level of Senior
Research Manager, and such expertise does not provide job security, regardless of your level
or title. Instead, what IS crucial is your ability to consult and to identify and focus on business
decisions. To wrap up the week, well discuss how to consult effectively, and by looking at
some examples, well see how this is ultimately reflected in defining business objectives and
final reports. Well discuss the key goals of a report deck and how to quickly evaluate one. In
the process, well illustrate why insights are insufficient and why telling a story is much more
than just good organization of information.

12:00 pm | Boxed Lunch to Go

10

MARKETINGPOWER.COM/ADVSMR

GENERAL INFORMATION
2013 Advanced School of Marketing Research
Monday, November 4Friday, November 8, 2013
REGISTRATION
To register, visit MarketingPower.com/ADVSMR or call 800.AMA.1150.
Register by October 7 and save!
Fee for five-day course:
AMA member
Non-member*

Before October 7
$3,100
$3,750

After October 7
$3,450
$4,100

*Join the AMA now and take advantage of the member discount!
Note: Conference registration may not be shared by two or more individuals.
Space is limited and onsite registration cannot be guaranteed.

VENUE
University of Georgia
Terry College of Business Executive Education Center
One Live Oak Center 3475 Lenox Road Atlanta, GA 30326
Offering WiFi and state-of-the-art amenities, the center is located next to the
conference hotel and within walking distance of restaurants, entertainment and
the Lenox Square Mall. Twenty minutes from Hartsfield-Jackson International
Airport, the venue is accessible via Interstate 85, Interstate 75 and Georgia
State Route 400, as well as by MARTA, Atlantas rapid transit system (Lenox or
Buckhead station). Secure, covered parking is available adjacent to the center.

HOTEL
Atlanta Marriott Buckhead Hotel and Conference Center
3405 Lenox Road (adjacent to the Terry Executive Education Center)
A discounted rate of $133 a night has been negotiated with the hotel. To get the
special rate, you must book by October 22 and use the following link to make
your reservation: http://tinyurl.com/l3jpavj. Enter the group code TASTASA.

CANCELLATION POLICY
Cancellations prior to October 7, 2013 will receive a refund minus a $150
cancellation fee. After October 7, a refund will be granted minus a $300 late
cancellation fee. There will be no refunds issued on or after October 20, 2013.
All cancellations and requests for refunds must be submitted via email to
kmoran@ama.org. Registrants who cancel may send someone to take their
place without penalty if they send a request with the replacement persons
name to info@ama.org at least two weeks before the event start date. Separate
cancellation policies may exist for pre-conference programs, tutorials and other
associated events. Hotel and transportation cancellations must be handled
directly with those providers.

11

Connect with us:

Register by October 7
and save $100!

MARKETINGPOWER.COM/ADVSMR

Atlanta, Georgia

University of Georgia

Terry College of Business,

November 4 8, 2013

ADVANCED SCHOOL OF
MARKETING RESEARCH

American Marketing Association

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