Quantitative research

If you ever ...
 - stammer when the client asks if you can quantify your focus group findings; or
 - look away when the client research director asks for comments on the new tracking study questionnaire; or
 - get nervous when your account guy asks you to write a pov on the lousy copy test results; or
 - shuffle your feet when the head of your agency demands some real data for a new business pitch ....
then this course will help you.

You will get two days intensive training in the quantitative research philosophy and skills required by planners. At the end you will have gained the skill needed to handle quantitative research studies confidently.  You'll learn about the basic quantitative ideas, philosophy, and protocols -- including tracking studies, U&As, test markets, and quantitative advertising research.   By lectures, group discussion, exercises and Q&A you will glean the quantitative research essentials for planners.  In the break-out exercises you will be grouped by level of quantitative experience, to ensure that everyone - whether this is their first experience with quant, or whether they're here for a refresher - will learn at optimum level.
 
(1) What is quantitative research (and why is it so important)?  
- the underlying philosophy of quantitative research
- why clients and others value it so highly
- common prejudices and misconceptions about quantitative research
- how good understanding of quantitative research enriches our understanding of the world and our work as planners
- the data every planner should know
- criteria for selecting various research protocols
- matching research protocol to research objectives
- how study design anticipates study analysis

(2) Building the study:  
- survey methods
- study design
- sampling strategies
- schedule and budget trade-offs
- compose real questions and question sequences
- respondent comprehension
- invisible bias
 
(3) Analysing and interpreting the study, data analysis:
- What are you looking for?
- How do you find surprising/exciting data?
- What's your clue that there's something in the data worth pursuing?

(4) Statistical analysis:
- commonly used terms and concepts
- how to use statistics to gauge whether a finding is spurious or meaningful
- how to differentiate between what's significant and what's important

(5) Practical guide to the most important survey types
- creative development research and copy-testing
- conjoint analysis
- product/concept research
- segmentation
- syndicated studies
- TGI (Target Group Index)
- test markets
- tracking research
- omnibuses
- how to manage all these effectively

Tutors will be Merry Baskin (former head of planning at JWT and ex-chair of APG); and Lindsay Troy, Research Director at Hall and Partners. There'll be an open Q&A, a guest speaker from TGI, and lots of practical advice.

Tutor:	Merry Baskin and Lindsay Troy
Grade:	Levels 2-3
Date:	6th-7th September 2010.  Two days.
Price:	875pounds+vat (membership required, non-members add 90pounds, 70pounds overseas)
Venue:	To be confirmed
Booking:	Email steve@apg.org.uk stating (a) whether firm or provisional booking (b) if possible the names, job titles and email addresses of delegate/s