The Essentials of Marketing Research
A large part of marketing is understanding the world around you through reliable data. So, you’ve been asked to do some research – maybe to better understand your competition or your industry or your firm’s positioning. But where do you begin? Is Google the best option or are there other free marketing research options that you can use? When is using a paid research option your best bet? Or when should you use a consultant instead of spending hours or days finding answers yourself?
Join Dr. Pam Ellen, marketing professor at Georgia State University’s Robinson College of Business, as she lays out the essentials of marketing research, how to plan for research, where to find the answers you need, and when to rely on paid resources. She will give best practices, tips and tools that will help to make your next marketing research project a breeze!
Session Learning Objectives:
- Understand what marketing research is and how to plan your research
- Prioritize your budget on the best tools for your firm
- Know how to answer questions about competition, the industry trends and how to differentiate in a B2B market
CPSM CEUs: 1.5 hours
Domains Covered: 1 - Marketing Research, 2 - Marketing Planning
Boot Camp Instructor:
Pam Scholder Ellen, Ph.D.
Associate Professor of Marketing, Robinson College of Business
Georgia State University
Fueled by a life-long interest in the power of words, Dr. Pam Ellen earned a Bachelors of Arts in journalism/mass communications from Auburn University. Knowing that you must have good information to tell a story, she pursued a Masters in Marketing Research at Auburn and then completed her Ph.D. in Marketing/Consumer Psychology at the University of South Carolina.
She teaches at all academic levels from undergraduate to doctorate, as well as executives, primarily in marketing research/analytics and buyer behavior. This includes international teaching for Aston University Business School, Birmingham, England; Toulouse Business School and Sorbonne Business School, France; and Korea University Business School, Seoul, Korea.
Her experience includes serving as President and member of the American Marketing Association (AMA) Academic Council, her discipline’s highest board, and served on many Editorial Review Boards for marketing journals. Her own research – published in 17 different journals -- addresses the power of messages to affect people’s beliefs, attitudes and actions. Businesses, not-for-profits and law firms rely on her research and communication skills to support their decision-making.
Thursday, January 12, 2017 8:00 AM - 10:00 AMEastern Time
JE Dunn Construction2555 Cumberland Parkway SEAtlanta, Georgia 30339USA
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