The program covers the following topics: 1) The need for market research
using famous examples of the world’s largest brands; 2) Secondary market
research, including using the Internet; 3) The role of qualitative market
research (focus groups and in-depth interviews); 4) Quantitative market
research in market segmentation and brand positioning; 5) Conducting
post-launch market research; 6) Special studies and emerging new techniques
in market research; 7) Analyzing research results; 8) Working with research
suppliers; 9) The role of market research in tomorrow’s new research and
marketing world, including the exciting field of behavioral economics.
Class participation is encouraged, the atmosphere of the program is
relaxed to enhance learning, and, in the 3-day program, case presentations
by class members are utilized.
Actual verbata from participants included:
“Very comprehensive course content. Makes you appreciate the role of
market research in helping the company achieve its business goals.”
“Jack definitely has vast experience in market research. He speaks with
such clarity and I’ve no problem listening to what he conveyed.”
“It’s a good venue for those just starting in market research and a good
refresher course for those who’ve been in it longer.”
Jack Shapiro is an internationally-known expert on marketing and
marketing research and has been a keynote speaker, master-of-ceremonies and
course instructor for such organizations as Pfizer, Association for Services
Management International, Healthcare Financial Management Association, the
World Trade Group and is a guest lecturer in graduate marketing programs for
a number of universities. He is the president of his own marketing research
and management consulting organization and has more than 40 years experience
in this field. Before forming his current organization, Jack held a number
of management-level marketing and marketing research positions in major
Fortune 500 companies such as Bristol-Myers Squibb, Pfizer, and Wyeth, among
others. He has written extensively on marketing and marketing research
issues; many of his articles are found on the internet. Jack was originally
trained as an economist.
He is a much sought- after speaker when it comes to political, economic,
business and healthcare industry issues drawing on his vast experience in
conducting thousands of focus groups, quantitative segmentation and
positioning studies, political polling, advertising and promotional testing,
pricing, public opinion research, trademark and trade name research,
secondary data analysis and strategic and market planning. In addition to
his firm’s major industrial clients as well as those in advertising, public
relations, venture capitalism, and the many industries the comprise the
healthcare segment, he regularly consults for many top financial analysts in
the United States on emerging business trends.
He is a regular speaker in conferences in America, and is also a
television and radio personality who comments about broad business and
economic trends. He frequently appears on BBC, ITN, ABC Network, NBC
America, CNBC, MSNBC, FOX Network and PBS. In fact, for a number of years he
was the host of his own live radio show called "Medi-Politics" which was
heard on 40 stations from coast-to-coast in America and on the internet.
Jack is a frequent guest and co-host on many radio programs in America today
JACK M. SHAPIRO MARKETING RESEARCH AND MANAGEMENT CONSULTING, INC.
www.jackshapiro.com
