WINTER SCHOOL 2017CORE AMSRS COURSES FOR ALL RESEARCH PROFESSIONALS

GRACE HOTEL, 77 YORK STREET, SYDNEY | THURSDAY 20 JULY & FRIDAY 21 JULY 2017

www.amsrs.com.au

WINTER SCHOOL 2017 OFFERS A BROAD RANGE OF COURSES FOR MARKET AND SOCIAL RESEARCHERS.

Foundation Statistics for Research (with Stephen Prendergast)

Introduction to Multivariate Statistics for Research

(with Stephen Prendergast)

Building Your Multivariate Toolbox (with Stephen Prendergast)

Foundations of Segmentation (with Luke Starick)

Evaluation Design and Planning (with Duncan Rintoul)

Online Qualitative Research (with Christine Walker)

QPMR Assessment Preparation Workshop

WORKSHOP ENVIRONMENT

FACE-TO-FACE LEARNING

NETWORKING OPPORTUNITIES

AMSRS WINTER SCHOOL DAILY SCHEDULEDay 1: Thursday 20 July 2017

8.00am Registrations and arrival tea and coffee8.30am Morning workshops commence10.30am Morning tea/coffee10.45am Morning workshops resume and conclude12.30pm Lunch1.00pm Afternoon workshops commence 3.15pm Afternoon tea/coffee3.30pm Afternoon workshops resume and conclude5.00pm Day 1 closes

Day 2: Friday 21 July 2017

8.00am Registrations and arrival tea and coffee8.30am Morning workshops commence10.30am Morning tea/coffee10.45am Morning workshops resume and conclude12.30pm Lunch1.00pm Afternoon workshops commence 3.15pm Afternoon tea/coffee3.30pm Afternoon workshops resume and conclude5.00pm Winter School 2017 closes

BROAD RANGE OF TOPICS COVEREDListed below is the range of topics on offer. You can choose a topic from each half day’s offerings to meet your individual requirements. Attend 1 or more sessions.

DAY 1 - Thursday 20 July

MORNING AFTERNOON

Foundation Statistics for Research

(Stephen Prendergast)

Introduction to Multivariate Statistics for Research(Stephen Prendergast)

Foundations of Segmentation (Luke Starick)

Evaluation Design and Planning

(Duncan Rintoul)

DAY 2 - Friday 21 July

MORNING AFTERNOON

Building Your Multivariate Toolbox (Stephen Prendergast)

Online Qualitative Research

(Christine Walker)

QPMR Assessment Preparation Workshop (Christine Walker, Sue Bell, Rob Hall, John Scott)

WHO SHOULD BE ATTENDING?Research practitioners who are seeking to gain maximum input on acquiring up-to-date knowledge and skills with a minimal time commitment. The course structure enables tailoring of course selection each day to meet individual needs.

KEY BENEFITSUpon completion, participants in this program will have gained:

• an increased understanding and knowledge in an important research domain;

• knowledge of both the foundation and new approaches for undertaking market and social research;

• an enhanced perspective on the emerging and ever-changing role of the researcher in today’s marketplace;

• an expanded peer network through participation in group exercises; and

• improved ability to deliver results through an extended skill set and broader understanding of the various techniques used in their chosen study area.

WINTER SCHOOL 2017 WILL OFFER A BROAD RANGE OF COURSES FOR MARKET AND SOCIAL RESEARCHERS.

RELEVANCEThe courses cover key aspects of our profession – spanning both qualitative and quantitative research - with a focus on subjects and content that are directly applicable to your practice. Winter School 2017 will deliver valuable new knowledge and skills so that delegates can keep pace with a rapidly changing marketplace.

FORMATEach course will be 4 hours long with a focus on delivering practical skills with a short-burst duration. Courses will be delivered face-to-face in one central location to maximise the quality of learning and to facilitate interaction between class members. This concentrated learning experience will deliver maximum knowledge in the minimum time in recognition of the time demands on today’s research professional.

DOUBLE YOUR LEARNINGThe AMSRS Winter School Program is a unique opportunity for professionals to participate in a learning environment that provides different half-day courses on each of the 2 days. You can choose to attend one or more half-day courses. In this way, you can tailor your selection of courses each day to your individual needs.

INTERSTATE TRAVEL SUBSIDYTo encourage members located outside NSW to participate, discounts are offered to help offset the cost of interstate travel.

THE VENUE:Grace Hotel77 York Street SydneyP +612 9272 6888

QPMR – 25 POINTS PER HALF-DAY COURSEThe program provides delegates with an opportunity to extend their knowledge, interact with their peers and at the same time meet the QPMR scheme’s requirements for ongoing professional development.

Foundation Statistics for Research (with Stephen Prendergast) – half day course

This foundation course covers the core statistical applications that are used regularly by quantitative market and social researchers.

It starts with important concepts such as data types, distributions, means, medians, and sampling error. This provides a foundation for understanding and performing the following important analysis; confidence intervals, tests of significance, survey sample size required, the impact of weighting and small populations. Survey sampling using online panels will be discussed.

The course utilises the AMSRS Statistics Toolbox to illustrate key techniques. Past course attendees have commented how useful this workbook is in their day-to-day work.

Who should attend: all those who require a basic understanding of statistics and its various applications in market and social research. This could include qualitative researchers, quantitative market researchers that do not have a background in statistics or anyone who would like a refresher on the basics.

Introduction to Multivariate Statistics for research

(with Stephen Prendergast) – half day course

This course will focus on three of the most common multivariate methods to provide a base understanding of the purpose and use of multivariate statistics. It will cover:

• Regression analysis – to explain what drives key outcomes of interest

• Factor analysis – to explain how survey measures ladder up to higher concepts

• Correspondence analysis – to show how perceptions or measures relate to each other in a “map form” to simplify understanding.

The course will focus on typical market and social research examples and cases, allowing participants to learn the principles in a practical way, and importantly, to learn when to apply these methods.

Attendees are expected to already have an understanding of basic statistics such as means, correlation and statistical testing.

Building Your Multivariate Toolbox (with Stephen Prendergast) – half day course

This half day will cover some of the more advanced multivariate methods, building on participant’s knowledge of simpler methods such as factor analysis and regression.

The programme will cover the following areas:

• how to select an appropriate analysis for a given data set and objective

• how to understand and interpret some common multivariate methods including:

- discriminant analysis

- cluster analysis

- CHAID (and other decision tree methods)

- conjoint analysis (an introduction)

• how to understand the difference between mathematical modelling and statistical analysis.

Attendees are expected to already have some knowledge of factor analysis or regression analysis.

Stephen PrendergastStephen has 30 years experience in market research and management consulting. In 2004 he founded Prescience Research, a Melbourne based quantitative research and modelling consultancy. He consults to some of Australia’s largest organisations. Prior to that he worked with Open Mind, Wallis Consulting Group, DBM, Millward Brown, and Sutherland Smith. Earlier on he was a management consultant with KPMG and a paint development scientist with Dulux Australia.

Stephen is well known for his thoughtful use of mathematical and statistical models as a bridge to better and confident decision making. He has applied these methods in a variety of fields including customer service and loyalty studies, advertising response, brand health tracking and time series analysis, customer segmentation, data mining and demand estimation methods such as choice modelling, conjoint analysis and simulated test markets.

Stephen has also lectured at Monash University on marketing models and market research and written articles on statistics and marketing support software for MacNews.

Stephen has an honours degree in Applied Science from University of Melbourne, a marketing degree from Monash University, and is a Qualified Practising Market Researcher (QPMR). He has received post-graduate training in choice modelling, marketing models, general linear models and structural equation modelling.

INDUSTRY LEADERS TEACHING KEY RESEARCH WORKSHOPS

Course Details & Speaker Profiles

INDUSTRY LEADERS TEACHING KEY RESEARCH WORKSHOPS

Foundations of Segmentation (with Luke Starick) – half day course

Segmentation identifies different groups in a market in order to target specific products and services for each group or segment.

This workshop will examine a number of different approaches to segmentation so that participants will be able to select and adapt the right approach to each research problem. These approaches include:

• A-priori segmentation - A Priori (pre-existing) segments are the most basic way of creating market segments. In A-priori segmentation, the market is split according to pre-existing demographic criteria such as age, sex or social economic status.

• Usage segmentation - in a usage segmentation customers are either split according to their weight of use, or usage can be considered in terms of time and place.

• Psychographic segmentation - groups can be targeted by what they think and how they feel, rather than just who they are. This is valuable in determining branding strategies.

• Needs based segmentation - needs-based segmentation are based on either stated or implied needs based on motivations or behaviours. Needs based segments are typically actionable as you know what drivers and performance the product or service has to satisfy.

This workshop will help determine the most appropriate segmentation technique to use for each type of research problem, with guidelines on how the segmentation can be executed.

Luke Starick At Nielsen, Luke is a Director in the consumer insights team in Australia. He is responsible for customer experience and data science in the consumer insights team, and also works with clients on projects covering brand health and shopper research. Previously Luke was the regional head of Statistical Consulting and Analysis, responsible for statistical analysis on research data to provide succinct insights, sample design, and training on market research statistics. In 2004 Luke received the Nielsen Customised Client Service Executive of the Year award.

Luke has worked at Nielsen since 2003. Prior to this, he worked at DBM Consultants and at the Australian Bureau of Statistics. Luke has an Honours Degree in Statistics from the University of Adelaide. Luke has experience in many research applications, including customer satisfaction, segmentation, advertising, brand tracking, and pricing. His experience covers many industries, notably packaged consumer goods, financial services and automotive.

Evaluation Design and Planning (with Duncan Rintoul) – half day course

Evaluation is a dynamic and rewarding field of practice that shares some significant ground with social research.

However, the design of evaluation frameworks and the combined analysis of multiple data sources can make evaluation projects particularly challenging, even for the most seasoned social researcher.

This subject provides a critical engagement with evaluation theory and practice, as applied in a range of social policy and organisational management contexts.

It provides tools that will help skilled researchers navigate the complexities of public and community sector evaluations, with all their political sensitivities, competing priorities and technical challenges.

We begin by examining the different kinds of questions that evaluations seek to answer, and then move on to explore what this means for how we should design our research questions, data collection processes and analytical frameworks. A focus here is on the use of logic models in evaluation framework design, as a means of providing structure, transparency and rigour throughout the evaluation process. Practical pitfalls and strategies are also discussed, including in relation to data collection and analysis, stakeholder management and the development of recommendations.

On completion of the subject, the written work and class participation will provide students with a sound theoretical foundation and hands-on experience in key aspects of evaluation design.

Duncan RintoulDuncan is a social researcher and evaluator with 18 years' experience across the community sector, academia, consultancy and government.

He runs Rooftop Social, a consulting firm that specialises in the use of evidence to drive innovation in social policy and public service delivery. Clients include Legal Aid NSW, Financial Literacy Australia, Bridge Housing, Mental Health Australia, Family Planning Victoria and the National Centre for Indigenous Excellence.

He is also heading up a major evaluation capacity building project in the NSW Department of Education, having previously delivered in-house evaluation training programs for the NSW Centre for Road Safety, NSW Family and Community Services and the Australian Department of Industry and Science.

Duncan established the AMSRS Social and Government Research Network in 2011 and has served on several AMSRS conference committees. He was a Director on the board of the Australasian Evaluation Society (AES) from 2012-2016 and regularly teaches in the AES professional learning program.

Course Details & Speaker Profiles

WORKSHOP ENVIRONMENT

FACE-TO-FACE LEARNING

NETWORKING OPPORTUNITIES

Online Qualitative Research (with Christine Walker) – half day course

This is a practical course designed for researchers who are interested in further exploring possibilities with on-line qualitative research. The course focuses on different ways to implement high-quality qualitative research using the wide range of technologies and platforms available. It covers some practical approaches for researchers to gain experience with qualitative technology.

The course will examine the use of built-for-purpose technology such as bulletin-board focus groups (BBFG’s), real time groups, IDI platforms to collate qualitative comment. This will include hands on experience in different commercially available platforms.

It will also explore a number of software applications which can be easily, effectively and inexpensively adapted for use by qualitative researchers such as use of webcams, Skype and webinars. Issues such as data capture and quality will be covered. Streaming of groups and emerging group viewing technology will be discussed.

The methods discussed will be practically applied to different types of research projects, including how they can be used to augment and stimulate face to face qualitative research.

Christine WalkerChristine Walker (B Behavioural Science, M Applied Social Research) is managing director of Alliance Strategic Research. She has worked in the commercial research industry for over 20 years. holding senior roles with major global corporates such as Shell Australia, and Kimberly Clark, and with agencies Neilsen and Hall & Partners / Open Mind. Christine loves delving into what people do and why, and helping clients make decisions around complex market problems.

Christine has been an innovator in the area of social media content research and is involved in, and continues to watch, the techniques and platforms that are opening up possibilities for researchers.

She has been a featured speaker at national conferences and presented papers at the AMSRS conference, The Australian Sociological Association, and NewMR amongst others. She a judge of the AMI Marketing Excellence Awards.

Are you considering becoming a QPMR?(with Christine Walker, Sue Bell, Rob Hall and John Scott) – full day workshop

This half-day workshop is to assist AMSRS members who are considering applying for QPMR accreditation. AMSRS has brought together a panel of highly experienced QPMR accredited researchers who will explain the application and assessment process for QPMR.

To become QPMR accredited, researchers need to apply, and then complete a self-assessment form about their skills and experiences. After that, they will be asked to prepare a detailed research proposal in response to a brief provided for this purpose. During the workshop, delegates will learn how the self-assessment works and have the opportunity to assess how ready they are. The presenters will provide applicants who feel they need more knowledge of some topics a list of resources to help them prepare. The workshop will also include an interactive session, using a real brief, to assist applicants to understand what assessors will be looking for in a proposal.

Sue Bell

Sue Bell is the principal of Susan Bell Research. She is an AMSRS Fellow, a Fellow of the Australian Marketing Institute, and a QPMR assessor. She was heavily involved in developing the core body of knowledge for the qualitative research component of the QPMR syllabus.

Sue is a regular conference and webinar presenter on qualitative research, semiotics and discourse analysis. She has taught one on one interviewing and qualitative analysis at AMSRS Summer and Winter Schools, and has spoken at the Festival of NewMR on online qualitative research, text analytics and discourse analysis. She co-wrote the chapters on qualitative research and qualitative analysis for ESOMAR's upcoming revision to their Answers to Contemporary Market Research Questions book.

> Register Online www.amsrs.com.au

Rob Hall Rob Hall is a Director at Environmetrics and combines academic expertise with the practical knowledge gained from his work with a range of public and private organisations, assisting them to develop appropriate policies to meet their strategic goals.

Rob’s strengths are his sophisticated grasp of strategic implications and his creative expertise in quantitative data analysis and modelling. His high-level skills are recognised by the profession in the extent to which he is retained to advise on analysis and to teach advanced analytics.

John Scott John Scott is the Professional Development Manager at AMSRS and has been involved in the design of the QPMR assessment process.

John has more than 30 years’ experience in market and social research on both the client and agency side, having worked across all industry segments and in academia.

Registration Fees (inc GST):

As this is a national program, discounts are offered for interstate visitors.

Travel and AccommodationVisit www.qantas.com.au, www.jetstar.com.au or www.virginaustralia.com.au to arrange your flights to Sydney.

For more information on Sydney and nearby accommodation visit www.sydney.com.au

For more information on other hotels nearby visit www.amsrs.com.au and follow the link to Winter School.

For further information about Winter School 2017 email: events@amsrs.com.au

Registration is now onlineRegistration Details: Winter School 2017 is a two-day intensive learning program for research professionals of all levels. It will be conducted at Grace Hotel, Sydney NSW. Registration fees include GST, tuition, program materials and catering during courses.Closing Dates: The closing date for registrations is 14 July 2017Early Bird Booking deadline: 30 June 2017Late registrations will be considered, depending on the availability of places as numbers are limited to 25 participants per workshop.Cancellation Policy: Due to the considerable administration and course material costs associated with this program, a fee equivalent to 10% of the registration fee will be incurred should confirmed bookings be cancelled prior to 14 July 2017.Cancellations after 14 July 2017 will not be granted a refund. A substitute participant is welcome and in this instance a cancellation fee will not apply. All requests for cancellations or substitutions MUST be made in writing to the Society PRIOR TO THE EVENT and accompanied by written acknowledgement from AMSRS.Registration Form: Registration is completed online at www.amsrs.com.auPrivacy Notification: AMSRS acknowledges and respects the privacy of individuals. We advise that the information you provide during registration is ‘personal information’ as defined by the Privacy and Personal Information Act 1998 (the ‘Act’). This information is being collected for the purpose of processing your registration. The intended recipient of the information is the AMSRS only and will be used to inform you of Society activities unless you specify that you do not want to receive this information. The information in this brochure was correct at the time of printing [April 2017]. However, it may be subject to change in the event of unforeseen circumstances. Please check our website - www.amsrs.com.au - for current details.3% surcharge applies for AMEX and Diners cards

Members(per Half day workshop)

Non-Members(per Half day workshop)

EARLY BIRD COST (UNTIL 30 JUNE 2017)

LOCAL $440 $660

INTERSTATE $330 $660

COST (AFTER 30 JUNE 2017)

LOCAL $550 $770

INTERSTATE $440 $770

QPMR full day preparation workshop is available to members only at a cost of $275 for the full day.

Not a member? Save on your Winter School costs by joining the AMSRS before you register. Apply online at www.amsrs.com.au

Registration online - www.amsrs.com.au SAVE with Early Bird Bookings until 30 June 2017

WORKSHOP ENVIRONMENT

FACE-TO-FACE LEARNING

NETWORKING OPPORTUNITIES

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PART OF THE AMSRS PROFESSIONAL DEVELOPMENT PROGRAM25 QPMR POINTS PER HALF DAY COURSE