Terry College of Business University of Georgia | Atlanta, Georgia

N OV E M B E R 4 8 , 2 013

A D V A N C E D S C H O O L O F MARKETING RE S E A R C H

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.

M A R K E T I N G P O W E R . C O M / A D V S M R2

2013 ADVANCED SCHOOL OF MARKETING RESEARCH

Monday, November 4 Friday, November 8, 2013

CO-SPONSORED BY:American Marketing AssociationTerry 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 ConsultingHannah Baker Hitzhusen, SKIMWalter Blotkamp, MMR ResearchMarcus Cunha Jr., University of GeorgiaJacqueline Dawley, Insight AnalysisChristina Liao, The Coca-Cola CompanyCharlotte Mason, University of GeorgiaJeff Miller, Burke, Inc.Christopher Murphy, Millward BrownKendall Nash, Burke, Inc.Bruce Olson, MMR ResearchJohn Wurst, Atlanta Marketing Sciences Consulting/University of GeorgiaGordon 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.M A R K E T I N G P O W E R . C O M / A D V S M R 3

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

MONDAY, NOVEMBER 4, 2013

M A R K E T I N G P O W E R . C O M / A D V S M R

For the full agenda, course descriptions

and registration information, visit

MarketingPower.com/ADVSMR or

call 800.AMA.1150.

4

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 decision-

making. 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 mobile-

based 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.

M A R K E T I N G P O W E R . C O M / A D V S M R

Fantastic! Real-life

examples

elevated the

presentation

and kept me

engaged. 2012 ASMR participant

5

M A R K E T I N G P O W E R . C O M / A D V S M R

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)

TUESDAY, NOVEMBER 5, 2013

6

M A R K E T I N G P O W E R . C O M / A D V S M R

The speaker was funny, informative and engaging. His topic was relevant and

I learned new information. 2012 ASMR participant

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

WEDNESDAY, NOVEMBER 6, 2013

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M A R K E T I N G P O W E R . C O M / A D V S M R

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

AND SAVE $100!

8

M A R K E T I N G P O W E R . C O M / A D V S M R

REGISTER BY OCTOBER 7

AND SAVE $100!

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 cast-

offs!). 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.

THURSDAY NOVEMBER 7, 2013

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M A R K E T I N G P O W E R . C O M / A D V S M R

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

FRIDAY, NOVEMBER 8, 2013

3:003:30 pm | Break

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

10

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Before October 7$3,100$3,750

After October 7$3,450$4,100

M A R K E T I N G P O W E R . C O M / A D V S M R

GENERAL INFORMATION

2013 Advanced School of Marketing ResearchMonday, November 4 Friday, 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*

*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.

VENUEUniversity of GeorgiaTerry College of Business Executive Education CenterOne Live Oak Center 3475 Lenox Road Atlanta, GA 30326Offering 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.

HOTELAtlanta Marriott Buckhead Hotel and Conference Center3405 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 POLICYCancellations 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.

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