TRC's Conference on the Latest Developments in Market Research
Frontiers of Research - May 13th, 2013
Registration is closed.
Idea Generation | Mobile Market Research | Reseach ROI |Pricing Techniques | Brand Perceptions
Market research thought-leaders and scholars from Harvard, Columbia, NYU, University of Maryland along with TRC's innovation-minded practioners will share and discuss the latest market research developments to common business problems.
Monday, May 13th, 2013 from 9:15am - 3:00pm | Registration and breakfast begin at 8:45 | AMA Member/Student discount available
At The Yale Club of New York City, 50 Vanderbilt Avenue, New York, NY 10017 map it Tel:212-716-2100
Watch Conference Video from last year's conference.
Session 1: Involving Consumers in Idea Generation
Olivier Toubia, Ph.D., Professor of Marketing, Columbia Business School
Olivier will discuss several issues that arise when firms involve consumers in idea generation. In particular, how do we motivate consumers to provide thoughtful ideas, how do we screen and evaluate large numbers of ideas, how can we modify the idea generation task to increase the quantity and quality of ideas submitted by consumers?
For each of the above questions, Olivier will present results from one or two research papers that give rise to practical solutions.
9:30 - 10:15
Session 2: Doing More with Less: Getting Greater Value from Mobile Quant
Michael Sosnowski, TRC's Executive Vice President
Michael will look to expand our definition of what "more with less" means with respect to mobile market research, and use examples from traditional online studies to challenge existing assumptions about what will and will not work on a mobile service. He will demonstrate this by using data from a recent effort to conduct effective and rigorous max-diff -like research among a population of on-device respondents.
10:15 - 11:00
Session 3: Asking Questions Changes Respondent Behavior: Some Unintended Consequences of Market Research Surveys
Vicki Morwitz, Ph.D., Research Professor of Marketing, New York University, Stern School of Business
Simply measuring customers' responses to questions on a market research survey can change their behavior. For example, measuring customers' intentions to buy a product can change their later actual likelihood of buying that product. Measuring customers' satisfaction can make them more loyal and profitable customers. Vicki will outline factors that influence these measurement effects and provide explanation for why they occur.
11:00 - 12:00
Session 4: When Should You Nickel and Dime Your Customers?
Joydeep Srivastava, Ph.D., Professor of Marketing and Consumer Psychology, the University of Maryland
Price partitioning or the tactic of dividing the total price into two or more mandatory components is common in the marketplace. Every manager setting prices has had to wrestle with whether to partition - charge separately for everything such as warranty, installation, internet - or to bundle everything into one total price. Joydeep will discuss a framework for when and when not to partition prices.
1:15 - 2:00
|Session 5: The Flutie Effect: Do Collegiate Athletics Impact Admissions?
The Flutie Effect refers to alleged spikes in collegiate enrollment following athletic success of the college. To investigate whether such a phenomenon really does exist, Doug used advanced econometric modeling to circumvent privacy laws that prevent data on applicant quality from being directly observed. His analysis of Division I FBS (Football Bowl Subdivision) college football teams shows several interesting results, and sheds light on how collegiate athletics affects both the quantity and quality of students applying to a particular college.
Note: Speakers and lecture topics are subject to change.