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 MRSS Education Programme 2008
Course details and outline
1 - 4 July 2008
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Course details and outline
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Quantitative Research: From Design to Execution |
Date: July 1, 2008
Time: 9.00 am to 6 pm
Description :
This basic course provides a foundation for the design and conduct of quantitative research, including sampling design, questionnaire design and implementation. There are two sessions as follows:
Session I: Methodology and Research Design ( 9.00 am to 1 pm )
Facilitator: Mr Samir Mardolker, Account Director, Research International Asia Pte Ltd
Session II: Questionnaire Design & Implementation ( 2 pm to 6 pm )
Facilitator: Mr Guy Hearn, Director Client Service & Insights, TNS Singapore and Hong Kong
| Session I: Methodology and Research Design |
Learning Objectives :
Participants will learn to:
- Identify the desired outcomes of a quantitative research
- Select the appropriate research method
- Select appropriate sampling design
- Recommend a research design and model
Course Outline
- What is quantitative research and the desired outcomes?
- Criteria for selecting survey method
- Types of quantitative research methods
- Personal interviews
- Telephone interviews
- Mail/self-administered survey
- On-line research
- Other hybrid methods
- Sampling methods and its appropriate use
- Case study on research design
Who should attend?
This course is suitable for new entrants/executives with <2 years of experience in research, as well as research buyers who are in the position to evaluate research projects and design. |
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| Session II: Questionnaire Design & Implementation |
| Learning Objectives :
Participants will learn to:
- Develop a questionnaire outline
- Use appropriate question types
- Design questions to obtain objective and accurate data
- Avoid pitfalls in questionnaire design
- Monitor fieldwork to ensure quality data collection
Course Outline
- Clarifying research objectives and information needs
- Developing a questionnaire outline
- Types of questions & their uses: open and close-ended
- Basic attributes of questions – focus, brevity, clarity, vocabulary,
- Instrumentation bias and error – over-demanding recall, inapplicable questions, overgeneralization, over-specificity, overemphasis, ambiguity of wording, double-barrelled questions, leading questions, loaded questions, etc
- Sources of response bias
- Impact of long questionnaire
- Pilot testing
- Monitoring quality of data collection
Who should attend?
This course is suitable for new entrants/executives with <2 years of experience in research, as well as research buyers who are in the position to evaluate research projects and design. |
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Quantitative Research: From Data to Insights |
Date: July 2, 2008
Time: ( 9.00 am – 6.00 pm )
Facilitator: Mr Nehal Medh, Managing Director Market Probe Asia-Pacific Pte Ltd
Description :
This is an intermediate course covering quantitative as well as multivariate analysis, with the focus on providing insights and not just generating statistics. Participants will learn to use quantitative research to make insightful implications and actionable recommendations.
| Quantitative Research: From Data to Insights |
Learning Objectives :
Participants will learn to:
- Select appropriate statistical and multivariate analysis tools
- Conduct statistical tests to explain and substantiate findings
- Interpret quantitative data and make insightful implications
- Prepare insightful reports and recommendations
Course Outline
- Clarifying objectives and preparing an analysis plan
- Analyzing the results – fleshing out the significant findings
- Basic Descriptive Statistics (Mode, mean, median, etc)
- Inferential Statistics (Standard Deviation, Standard Error, Significance Tests, etc)
- Types of multivariate analysis and uses (Correlation and regression modeling, Factor Analysis, Cluster Analysis, Conjoint Analysis, Discriminant Analysis)
- Interpretation: looking beyond the numbers
- Preparing charts and reports
- What makes a good research report?
Who should attend?
Researchers or users with basic knowledge of research design and methodology or are attending Day 1 on Quantitative Research.
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Quantitative Research: From Design to Delivery |
Date: July 3, 2008
Time: (9.00 am – 6.00 pm)
Facilitator: Ms Radhecka Roy, Research Director, Qualitative, Synovate
Description :
This course covers the concepts underlying the theory and practice of qualitative research, the application of qualitative research and design of qualitative methods and sample design. Participants will also get practical lessons on moderating skills and analysis of qualitative findings.
| Quantitative Research: From Design to Delivery |
Learning Objectives :
Participants will learn to:
- Select appropriate qualitative methods
- Design qualitative approach and sample
- Design topic guide & conduct a focus group
- Analyse qualitative results and deliver insightful reports
Course Outline
- The role of qualitative research in marketing management
- The qualitative research process
- Types of qualitative approaches
- Sampling design – determining numbers and respondent criteria
- Recruitment process and logistics and client management
- Determining Client deliverables: recordings, transcripts, report, etc
- Qualities of a good moderator and moderation skills
- How to moderate focus groups, using a series of hands-on skill building exercises
- How to elicit the best quality response using a number of probing techniques
- How to use projective techniques
- Handling problems and difficult participants
- Guidelines on handling Depth Interviews professionally
- Organizing and structuring the data
- How to provide insights and make useful recommendations
- What makes a good qualitative report?
- Tips on presentation of qualitative results
Who should attend?
This is a basic to intermediate course suitable for researchers and users who wish to develop essential skills in designing and managing qualitative research. |
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Brand Management: From Ideation to Market Place |
Date: July 4, 2008
Time: 9.00 am to 6 pm
Description :
This is an intermediate to advance course on brand management research ranging from Ideation Stage of concept and product research to the Launch and post-launch stage of brand health research. The two sessions are as follows:
Session I: Concept & Product Research ( 9.00 am to 1 pm )
Facilitator: Ms Karen Stanton, Regional Marketing, Sensory & Consumer Insights Director, International Flavours & Fragrance Inc
Session II: Brand Health Management & Research ( 2 pm to 6 pm )
Facilitator: Ms Chan Siew Hoong, Head, C&CI, SEAP , Nokia Pte Ltd
| Session I: Concept & Product Research |
This session examines customized and standardized research methods available to make decisions concerning concept, brand name, product and package designs and positioning or repositioning. Practical exercises and case studies will be used to demonstrate how product research helps clients make decisions about their new products.
Learning Objectives :
Participants will learn to:
- Design product/concept research based on marketing objectives
- Use appropriate approach for different types of product/concept test
- Develop appropriate measures to achieve outcome
- Provide insightful analysis and recommendations
Course Outline
- Benefits of product/concept testing
- Setting the parameters for accepting/rejecting test product/service
- Scoping the research (what to test, how many test variants, target market etc)
- Selecting the test design (monadic, comparative, round robin, etc)
- Research methodology (qualitative/quantitative, in-home/CLT, etc)
- Blind vs. branded tests – pros and cons
- Designing the measures/variables to be tested
- Logistics of administering the tests
- Testing new products/services vs. existing (own brand/ competition)
- Testing consumer vs B2B products
- Analysis tools – considerations when making projections/forecasts
- Making actionable recommendations
Who should attend?
Researchers who have at least 2 years of experience in market research or are users of brand/advertising research. Brand and marketing executives who have attended Day 1 of this program may also attend. |
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| Session II: Brand Health Management & Research |
This session provides the essential tools and techniques for researching brand health throughout the product life cycle. Case studies will be used to illustrate the range of methodologies for measuring brand equity, positioning and repositioning and how each assists the marketer to build strong brands.
Learning Objectives :
Participants will learn to:
- Identify key indicators of brand health
- Use appropriate approach for measuring brand health
- Integrate brand health research with sales/marketing activities
- Use brand health measures to build strong brands
Course Outline
- What is a strong brand? What constitutes brand health?
- Measuring brand awareness – recognition and recall
- What is brand loyalty and how to measure?
- Measuring brand imagery and associations
- What is perceived quality and value?
- Measuring brand health in consumer and B2B markets
- Measuring new vs. existing brands
- How to integrate brand health research with market behaviour (eg sales, stocks, etc)
- Using brand health research to build strong brands
Who should attend?
Researchers who have at least 2 years of experience in market research or are users of brand/advertising research. Brand and marketing executives who have attended Day 1 of this program may also attend. |
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Our Facilitators |
Our facilitators are highly-qualified and experienced practitioners in the market research industry. They have been selected based on their expertise in their respective fields and bring to MRSS a rich pool of technical knowledge and practical experience.
Ms Chan Siew Hoong
Head, C&CI, SEAP , Nokia Pte Ltd
Ms Chan Siew Hoong has over 18 years of experience in marketing research and consultancy in international research (Asia-Pacific region, the U.S. and in Europe ). She has worked on the agency as well as on the client side across various industries covering FMCG, advertising, government sector, financial services, electronics, travel, etc.
Siew Hoong has a strong technical background in customised research, including business-to-business research. Her hands-on experience covers both quantitative and qualitative methods in a variety of marketing applications, including strategic market analysis and segmentation, perceptual mapping, ad tracking, attitude and behavior modeling and new product development and testing as well as qualitative projective techniques and web-based research applications.
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Mr Guy Hearn
Director, Client Service & Insights, TNS Singapore and Hong Kong
Mr Guy Hearn has recently taken on a role as Director of Client Service & Insights across TNS two key Asian hubs, Singapore and Hong Kong . In this role he is responsible for Business Development and Staff training and mentoring. Prior to this he was Sector Head for the Consumer Research Division at TNS Singapore for the last 2 years.
Guy has more than 20 years experience as a research consultant in Australia and Asia and is a quantitative research specialist with a particular interest in brand and advertising, segmentation,, innovation, engagement and social marketing. Guy is a regular presenter at market research events and forums. |
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Mr Nehal Medh
Managing Director , Market Probe Asia-Pacific Pte Ltd
Nehal is a graduate in Statistics and a post-graduate in Marketing Management . After a 2-year stint in FMCG product management, Nehal worked for 17 years with one of India ’s best-regarded research agencies – MARG, now known as ACNielsen ORG-MARG. Nehal set up Ipsos India prior to his current position as the Managing Director of Market Probe Asia-Pacific. Nehal’s experience include both qualitative and quantitative research and covers media products, FMCG, durables, automotive, banking, pharmaceutical, management consulting, retailing, etc.
Nehal has been an active committee member of the Market Research Society of India (MRSI), having been the convener of the annual seminar of the MRSI. Nehal has also been teaching at some of the most reputed management institutes in India since 1996. |
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Ms Radhecka Roy
Research Director, Qualitative, Synovate Singapore
Radhecka now has over 18 years of consolidated experience - mainly in qualitative research. Her recent assignments include working as General Manager – Tebbutt Research, Fiji as the regional qual head for the Pacific Islands region and prior to that as the National Qual Head for TNS India.
Radhecka has been involved with pioneering work on consumer insights research in India . Some of the sectors worked on include retail, mobile telephones, Internet and technology, health, social issues, FMCGs, education, employee/customer satisfaction and media. Radhecka contributes actively to marketing and research media and has also presented successfully at the MRS and ESOMAR forum. |
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Ms Karen Stanton
Regional Marketing, Sensory & Consumer Insights Director
International Flavours & Fragrance Inc
Karen Stanton has been championing the cause of concept and product testing in the Asia pacific region for the last 18 years. She has consulted to many global and regional FMCG companies in New Product Development. She is currently the Director of Flavour Marketing and Consumer insights at IFF (International Flavours & Fragrances) based in Singapor
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| Mr Samir Mardolker
Account Director, Research International Asia Pte Ltd
Samy is currently with RI Singapore. He has worked in different regions around the globe (India, Middle East, North America and now Asia-Pacific region). His experience is largely quantitative focused and he specializes in new product evaluation and forecasting research.
Samy has conducted educational seminars at many institutes like Coca-Cola center for marketing, University of Georgia US; SP Jain Centre for Management Studies, Singapore. He has also worked with faculty at Burke Institute to prepare course content.
He holds a MBA from India and a MS (in Marketing Research) from Coca-Cola center for marketing, UGA, US.
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MRSS Education Programme 2008 |
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