Seminar Guide

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/ research executives with <2 years of experience in research, as well as buyers of research who are in the position to evaluate research projects and design. Top 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/ research executives with <2 years of experience in research, as well as buyers of research who are in the position to evaluate research projects and design. Top

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. Top 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. Top

Qualitative 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. Top

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 and / or those attending “Module 1” on Quantitative Research. Top

Mr Samir Mardolker
Account Director, Research International Asia Pte Ltd

Samir Mardolker (Samy) has over 10 years experience in quantitative marketing research and is currently with Research International, Singapore . His experience spans geographies: India , Middle East , North America and most recently, South East Asia with a focus on new product development research. Samy has lead market research seminars for the graduate students of the University of Georgia , US and SPJ, Singapore . He is a Coca-Cola foundation scholar (Masters in Marketing Research)

Mr S.Swaminathan
Director Research, Market Probe Asia-Pacific Pte Ltd

Swami brings 10 years of work experience in customised quantitative research, providing an in-depth knowledge of statistical techniques and their use in deriving actionable results. Currently located in Singapore , Swami has worked with leading market research agencies in India and the Middle East . His work experience spans a number of areas including consumer understanding, innovation, and brand experience. He has worked across a variety of categories including consumer goods, financial services, automotive and industrial products.

Swami has conducted training sessions under the aegis of MRSS since 2005. He holds a Degree in Industrial Engineering and a Post Graduate Diploma specializing in Marketing Research.

Mr Guy Hearn
Director of Research & Analytics - Asia Pacific, Omnicom Media Group

Mr Guy Hearn 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.

Ms Peggy Tan
Managing Director, Consumer Probe

Peggy is the owner and MD of Consumer Probe – with offices in Singapore (incorporated in 1978) and Malaysia (1985). With 36 years of marketing research experience, Peggy had spoken at numerous seminars on market research & advertising, conducted workshops, lectured academic students and provided expert opinion in legal courts on many occasions.

Her depth of knowledge, experience and insights in the consumer market and trends has stood her in good stead in her elected role as Vice President of the Institute of Advertising , Singapore (IAS) – a position she has held for 10+ years now.

Peggy has extensive experience conducting both quantitative and qualitative research in the PAN-ASIA region; her forte being Qualitative research with high-end consumers.

Among clients that she had conducted qualitative research for include P&G, L’Oreal, Nike, Samsung, Yahoo!, PepsiCo, F&N (just to name a few).

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 Singapore.

MRSS Education Programme 2009