Location: Stowe, Vermont
Dates:
-
2009 schedule will be available Novemeber 2008
System 300, Principles & Practice of Pharmaceutical Marketing Research, is an intensive three-day program designed to help the healthcare market researcher understand and apply the fundamentals of the research process.
Today's market researcher (analyst, product manager, sales forecaster, strategic planner) must look beyond the specifics of a narrowly-defined project, and be able to translate marketing/management problems and questions into focused research designs. The researcher must understand the business issues and how to select the best method(s) from the many research design alternatives. System 300 provides insights as to which methods and techniques can be utilized to obtain the best results in an acceptable period of time and at a reasonable cost.
Key Benefits of Attending
You will learn the basic principles of market research through numerous examples of both quantitative and qualitative research designs ranging from simple desk research, focus groups, personal interviews and telephone/mail surveys, to complex experimental designs involving sophisticated analytical techniques.
As with all our seminars, System 300 has been prepared exclusively for the pharmaceutical industry; you will work in small groups using a variety of industry audits and product services.
At this seminar you will learn:
- The Research Process: The major stages of the research process are examined. *Problem Identification *Data Collection Methods and Fieldwork *Sample Design *Analyzing and Interpreting Data *Writing Research Reports *Presenting/Summarizing Findings
- Qualitative Research Methods: The most common research methods are demonstrated using industry examples. *Desk Research *Focus Groups *Conference Groups *One-on-one Interviews
- Pharmaceutical Research Applications: The focus is on applications of the above techniques. *Market Definition *Competitive Analysis *Physician Research *Promotion Research *Concept/Detail Testing *Brand Mapping *Product Positioning Studies
Agenda
Day 1:
- Introductions
- The Research Process
- Research Design
- Problem Identification
- Secondary Data Analysis
- Case Study: Market Definitions
Day 2:
- Primary Research
- Qualitative Research
- Quantitative Research
- Questionnaire Design
- Case Study: Continued
Day 3:
- Sampling
- Data Analysis:
- Univariate/Bivariate
- Multivariate – Discriminant/Cluster
- Conjoint Analysis
- Brand (Perceptual) Mapping
Who Should Attend
System 300 is specifically designed for individuals who are currently in a market research function (analyst, manager), or who assume the responsibility for analyzing business situations using traditional market research techniques (strategic planning analysts and managers). The course is also ideal for product managers in organizations where the market research function cannot be assumed by full-time research personnel.