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Management
F
Ruth McNeil
Independent consultant
and expert for international
research projects. Initially
at customer level with Unilever
and then at institute
level with Research International
(GB) in B2B and
B2C research. Ruth McNeil
was responsible for the
market research projects
of major multinational
clients. She also led the
“International Research”
seminar, among others, at
the market research training
program run by Market
Research Society (MRS) in
London.
10. – 11.05.2012, Berlin, NH Berlin-Mitte www.bvm.org/seminare/1239f
Veranstaltungsdauer 2 Tage
Gebühren: 1.290 € Mitglieder, 1.600 € Nichtmitglieder
39. International Research & Project Management
Cross-cultural knowledge in conjunction with project management
Content
Many major enterprises have a global presence and medium-sized companies are also moving into other markets
or entering into international partnerships. Consequently there is a rising demand for international market
research surveys with comparable findings. This therefore places particular demands on the project management
of institute, commercial market and social research, which must take into account multicultural contexts, such
as language barriers and cultural influences, when it comes to project planning, in terms of both the working
relationship between researchers and in relation to respondents/test subjects.
The seminar will provide greater understanding of the current development of global market research. It will
deliver insights on conducting international market research surveys and involve practical exercises to experiment
with project management. The main focus will be on source research, coordination between headquarters
and local companies, questions relating to methodology and technical matters, and incorporation of customer
requests. In the practical application of international market research, it is very important to ensure that the
intercultural purpose of questions, answers and scales is reflected in the questionnaires and interview structure.
Methods
The seminar will provide participants with knowledge on conducting international surveys and project management,
as well as highlighting specific considerations when creating questionnaires for qualitative-psychological
and quantitative research. Through group work, this knowledge will be immediately applied in a targeted way.
The entire seminar will be conducted in English.
Target group
This seminar is intended for all market researchers and marketing and advertising specialists who have either
been entrusted with international projects or have already acquired experience and wish to extend their knowledge.
Good knowledge of English is a prerequisite for the seminar.
Program
Day 1
Morning
Demands placed on international market research
projects
Current trends, innovative thinking in international
research
Particulars of research practices
Requirements of research approach
Specifics of data protection regulations
Comparable standards = comparable findings
Afternoon
Characteristics of intercultural research
With regard to research methods and procedures
When conducting qualitative-psychological
research
When designing questionnaires, questions, multiple
choice options, scales
Group exercise: short questionnaires based on
guidelines (program questions)
J Junior F Fortgeschritten S Senior
Day 2
Morning
International project management:
Project planning
Source research, research
Communication with project participants in other
countries/cultures
Client/customer requests
Central and/or local processing
Design/implementation of project contracts
Design/implementation of research design
Afternoon
Group exercise: translate a briefing into a project
contract and/or convert a project contract into a
research design
Specifics of reporting
Group exercise: create a detailed study concept or
study profile for a report/presentation
Outlook and impact of market research “back
home”
www.bvm.org/seminare
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