ROI on Marketing and Research

Course Category:

• Professional Development course

Instructor:

• Chuck Chakrapani, MA, MSc, PhD, CIM, FSS, CMRP

This course is intended for the more advanced research and intelligence professional (recommended minimum of 5 years of experience), as a continuing education opportunity.

Measuring the ROI (Return on Investment) of marketing and research has been the number one hot topic for the past few years. This workshop is intended for senior research professionals who are interested in measuring the return on research investments.

These are the days of "accountability" and there is a big demand to demonstrate the value of research. Research users need to know if the money they invest in research is well-spent. They need to know how to measure the value of research in economic terms. While many research professionals are convinced that research provides substantial economic benefits to the firm but are not sure how to demonstrate the value of research in concrete terms. If both research users and research houses cannot do this, there is a real danger that research spending will be reduced or even eliminated.

So it is important for both research agencies and users to know how to measure ROI of marketing and research.

The purpose of the workshop is not to provide just mechanical tools to calculate the ROI of research, but to provide a meaningful framework so the participants can appreciate and intelligently assess the real nature of marketing research ROI.
 
Dr. Chuck Chakrapani, who has been working on this area for the past several years and has led workshops on this topic in the United States and Australia, will share his insights with the participants.

Dr. Chuck Chakrapani is Research Mentor and Industry Liaison Advisor at Ted Rogers School of Management and Senior Research Fellow at the Centre for the Study of Commercial Activity at Ryerson University. He is also the Chief Knowledge Officer of Blackstone Group in Chicago and former CEO of Millward Brown Canada.

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-5 years experience		5+ years experience

Major topics covered in this course include

• Is research ROI measurable?
• If the answer is yes, how do we measure the ROI?
• Frameworks and techniques that can be used to measure the ROI.
• When does it make sense to measure the ROI?  We will discuss in what contexts it makes sense to measure the ROI and in what contexts it is nonsensical.

NEW: Multi Course Bundle Savings

Multi course bundle savings will apply when more than 1 course is purchased by an individual in the same online transaction in the MRIA Portal:

2 courses = 10% off
3 to 5 courses = 15% off
6 or more courses = 20% off

• Course Length: 0.5 Day
• Check-in: 8:30 am
• Classes: 9 am – 12:30 pm
• For terms and conditions, click here

The venue address will be sent to you as part of your course registration confirmation.

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.