Workshop on Qualitative Marketing Research

(September 27, 2006)

Program Agenda

8:00 -  8:30 am             Breakfast and Networking
8:30 - 9:30  am             Problem Formulation, Research Design; Where Qualitative Fits In

                        Support of Marketing Decision Making.

Qualitative Research Methods; Applications and Varieties

9:30 - 9:40   am            Break

9:40 - 10:40 am            Managing the Qualitative Process; Tools For Success

10:40 -10:50 am            Break

10:50 -11:50 am            Focus Group Observation and Participation
11:50 -12:30 am          Question and Answer Session

Key Takeaways

v     Framework for identifying the appropriate role of qualitative as a research methodology;

v     Qualitative Research Methods, Applications and Varieties;

v     Strategic Roadmap for developing and executing a successful qualitative project for actionable marketing decision-making.

Instructor:

               Prof. Alison Munsch (amunsch1@earthlink.net)

Cost:   $169

Registration:

                 Registration for this workshop is done through the American Marketing Association.

Contact Information:

   Prof. Hooman Estelami
   Graduate School of Business
   Fordham University
   113 West 60th Street
   New York, NY 10023
   Tel: (212)636-6296
   Fax: (212)765-5573
   Email: estelami@fordham.edu

2006 Events:

Executive Seminar on Marketing of Financial Services (May 9, 2006)
 

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