Pre-Conference Workshop: Market Research 101 (no technical background required!)
Wednesday | June 22 | 2016 | 1:00 pm - 4:00 PM
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Whether you work in recruiting, admissions, program management or marketing, you should have a baseline understanding of the fundamentals of market research. Why? At some point in your career (if not many!), you will need to conduct market research with your stakeholder audiences, and this will require you to choose and manage a market research partner, assist that vendor in designing and fielding the study, and participate in the review and application of the resulting data. While you don’t need to learn SPSS or get a degree in statistics, it’s important to acquire a working knowledge of market research terminology and methodologies in order to maximize the quality of your research data and, in turn, the insights you draw to support your strategies. You’ll leave this session with the knowledge you need to evaluate a potential research partner and start designing your next project! This intensive working session will answer common market research questions such as:
Advance registration and fees required.
- What’s the difference between qualitative and quantitative research … and do I need both?
- How do I choose the appropriate research methodology for my project?
- What are the basics of questionnaire design?
- What do I need to know to run an effective focus group?
- How can I tell if a study is valid and reliable?
- What kinds of analysis are available, and how do I decide which one is right for my project?
- What are some trusted resources that I can look to for help?
- How can I present research data in a way that is compelling and accurately communicates the important findings?
Speaker: Elizabeth Johnson, CEO and Partner, SimpsonScarborough