Qualitative Marketing Methods A Half-Day Seminar
Date:	Wednesday, September 27, 2006	Walk-in Registrations Welcome
Time:	8:00 a.m. - 12:30 p.m.
Location:	Fordham University 113 West 60th Street (at 9th Ave.) 12th Floor Conference Center New York City
Speakers:	Alison Munsch Principal Insights for Actions Research

Through this interactive seminar, participants will be educated on the mechanics of executing a successful qualitative project through reviewing problem formulation, the research design process and action-oriented marketing research traditions in qualitative research. Seminar participants will discover the distinguishing characteristics, strengths and weaknesses of one-on-one interviews, triads, dyads, focus groups and ethnographies and how each methodology has been employed to answer typical market research questions.   Participants will pose questions suitable for qualitative inquiry in order to formulate a proposal using one of the qualitative methodologies and will observe and participate in a focus group discussion to gain exposure to the dynamics of this methodology.
Key Takeaways	Framework for identifying the appropriate role of qualitative as a research methodology Qualitative Research Methods, Applications and Varieties Strategic Roadmap for developing and executing a successful qualitative project for actionable marketing decision-making
Fees *	New York AMA Members $149 Non-members $169 Preferred Executive Rate: $159
Program Agenda	8:00 – 8:30 am 8:30 – 9:30 am 9:30 – 9:40 am 9:40 - 10:40 pm 10:40 – 10:50 am 10:50 – 11:50 am 11:50 am - 12:30 pm	Breakfast and Networking Problem Formulation, Research Design; Where Qualitative Fits in Support of Marketing Decision Making. Break Managing the Qualitative Process; Tools For Success Break Focus Group Observation & Participation Question and Answer Session