Market Research in the 21st Century: What’s in your tool kit?
$12 – $40
Market Research in the 21st Century: What’s in your tool kit?

Market Research in the 21st Century: What’s in your tool kit?

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Western Michigan University: Fetzer Center

2350 Business Court

Kalamazoo, MI 49008

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Market research has evolved from basic in-person interviewing to phone to online to neurosciences. Researchers now can actually place a contraption on a person’s head and measure their brain activity while they watch a commercial, and tell whether they like it or not! There have been many other advancements in market research – many fantastic, some not so much.

Rob Klein is a classically trained market researcher with more than 30 years practicing and teaching market research. Learn what new tools you should have in your tool kit and which ones to be a little leery of before you dive in. Rob will discuss a range of tools from new techniques to new sample frames to new technologies, along with a few basic do’s and don’ts in survey writing. And, finally, Rob will leave you with a checklist for establishing why and how to conduct your next research study.

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Western Michigan University: Fetzer Center

2350 Business Court

Kalamazoo, MI 49008

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