Friday, November 6

10:15 - 11:30 a.m.

Emerging Technology

The Impact of Social Media on Market Research
Speaker: Thomas Malkin, President & Co-Founder, GeeYee Inc. and Owen Shapiro, Vice President, Leo J. Shapiro & Associates
PRC: 1.25 Contact Hours in Business

Session Description: Due to the increase in consumer use of User Generated Content (UGC) in the past years and the influx of discussion forums, blogs and social networking sites on the Internet, this session will discuss an exploratory research project that measured consumer attitudes, behaviors and use of UGC when making purchasing decisions. Findings from the report along with key data will be shared with the audience. Attendees will learn consumer attitudes, behaviors the use of social media when making purchasing decisions and the impact consumer generated media can have on a brand's decision making, social media analysis and monitoring solutions available in the marketplace and various ways marketing research firms can use social media solutions to help grow their businesses and provide greater customer experiences.

Innovative Tools & Techniques

The Hybrid Method: Tweaking the Tried and True to Streamline Processes with Accelerated Results
Speaker: Christina Wallunas, Research Manager, Coca-Cola, J. R. Venza, PRC, Managing Partner, & Jason Miller, PRC, Managing Partner, AnswerQuest
PRC: 1.25 Contact Hours in Research

Session Description: This session will use a case study to compare the actual data captured using mall intercept methods.  In addition, this session will show that each method provides the same basic data, where the advanced collection method provides additional data that can be used to set new benchmarks and hurdle rates.  Comparing the two methods will also show attendees the benefits inherent in swift, accurate collection methods, and they will be able to clearly see statistical variances in respondent response rates, product acceptance rates, and concept understanding. In addition, the speakers will explore the notion of using this hybrid method to supplement standard methods of data collection among the various stages of the product life cycle.  Finally, this case study will illuminate the value in combining quantitative research done in conjunction with qualitative interviews. 

Business 2010 & Beyond

Preserving and Increasing Liquidity during Trying Economic Times
Speaker: Tage Tracy, Owner & Principal, TNK and Associates
PRC: 1.25 Business

Session Description: This session has been specifically designed to assist small to medium sized businesses with managing capital and financial resources to not only protect business interests but more importantly, to support future growth and the ability to pursue new opportunities. The focus of this learning session is geared towards managing financial/capital resources to ensure business growth. Attendees will learn about internal sources of capital and financial resources: especially how one can manage their business more efficiently, external sources of debt (i.e., banks, leasing companies, and other lending sources) and external sources of private equity and how they can benefit small businesses.

US Hispanic Research Forecast

Survey Design and Methodology for US Hispanic Research
Speaker: Walter Meneses, President, Meneses Research
PRC: 1.25 Contact Hours in Research

Session Description: In this session, attendees will learn how to identify issues (cultural implications) when conducting data collection among Hispanics. Attendees will learn useful tips to efficiently conduct data collection among Hispanics specifically involving interviews and recruitment. Attendees will gain understanding with the Hispanic consumer (Data Collection Point of View) about culture, language, and family. This session will focus on important issues to consider when dealing with Hispanic projects. Topics that will be highlighted are study design, translation vs. adaptation, quantitative methodologies and recruiting qualitative studies.