American Marketing Association

AMERICAN MARKETING ASSOCIATION MARKETING RESEARCH COUNCIL Meeting of May 2, 2003 Chicago, Illinois

MINUTES

Present Excused

Jackie Dawley Greg Allenby Lynd Bacon Karen Ahlgrim Jamie Baker-Prewitt Chris Everett Ross Goodwin Jeff Hunter Pat Goodrich

Jackie chaired the meeting in Greg’s absence.

Portfolio Assessment Survey

The group discussed early information from the portfolio assessment survey. A final report on the survey will be discussed at the September meeting of the council. Jaime will develop an analytical plan and Chris will do a banner plan.

This initial review resulted in several questions/issues to be resolved:  Variances between client/supplier  Potential under-representation by certain educational levels  Need to review interest and relevance sorts  Training interest may turn out to be the key variable  How to use this data to populate the matrix  Appears to be high interest in topics we currently do offer

We need additional analysis, collapsing of some data and comparables based on responses. Also need to identify optimum needs and then determine if those are covered in existing programming or require new initiatives.

Comments on Section 4 of the research which covers awareness and attendance  94% of respondents are AMA members, but awareness ranges from 30-73%  The Marketing Research Boot Camp™ responses appear to actually refer to the standard Marketing Boot Camp™ program  There may be some awareness/attendance issues with Executive Insights if people still think of it as the Attitude/Behavioral Conference.

1 The group held a phone conversation with Tim Gilbride of The Ohio State University who worked on this research for the council.

The questionnaire percentages were generated from crosstabs. It appears that people who felt less competent are more likely interested in training – he reported marginal totals

In the first section on career management skills, not many felt they lack competence and relevance is flat. Under business unit planning, strategic planning looks like some interest in training on strategic areas

In marketing research skills few felt they are not competent, but on page 4 analysis results are higher on less competent and more interest expressed in analysis skills.

The third part I more strategic, only point here on competence/training is people who feel competent were more interested in training than in other sections – this shows up in overall market potential ratings.

Rank order covered in the spreadsheet is sorted by relevance or interest.

The percentage interest in “nuts and bolts” are most important. Interest percentage for topics focusing n specific research projects are similar.

Things that “jump off” are brand image, segmentation, and analysis issues from section 2.

Suppliers are interested in statistical analysis, clients marginally more interested in training.

Those with more than 10 years research experience thought everything relevant, but are not interested in training.

Organizations that are larger by either people or training budget are more likely to indicate relevant.

Tim’s initial takeaways:  Interest in specific research projects, brand image, equity, segmentation  Split in relevant topics from client to supplier and based on median experience  People who have been around see all topics as relevant and they are paying for the training and might encourage less experienced folks to attend training

2  Hidden a little – interest in strategic planning issues, high on interest list, not as high on potential list because fewer people are involved – may be client v. supplier issue

Once analytical plan and banner plan are complete the council will schedule a conference call to discuss. We should also plan to do follow up qualitative research at the annual conference in September.

Overview of Council Activities

Dennis Dunlap, CEO of the American Marketing Association, joined the council for lunch and a discussion of the research and council activities.

ARM Process Review

Chris reported that we currently have three individuals for the ARM Advisory Group. They are: Mike Mulhern, Jeff Miller and Donna Neal. Chris will reconfirm with each of them. We are looking for two additional people for this group. Several possibilities were discussed, council members will email Chris with their ideas. The initial meeting of this group will take place at ARM in October of this year.

There may be research conducted with ARM attendees during the fall event which can be shared with the Advisory Group during the event.

The topic of doing something to recognize contributions of ARM instructors was discussed. One idea is to develop PowerPoint templates for their use.

January Minutes

Minutes of the council meeting held January 11 in Scottsdale, Arizona were approved as written

ART Forum 2004 Location

Pat shared information on possibly taking the 2004 ART Forum to Whistler. The group supported this location.

Plan and Budget for FY 03-04

Jackie outlined her plan for council activities in FY 03-04 (beginning July 1, 2003). Key points from that plan are:

 Recommend changes to the existing products based on results of the matrix survey  Identify opportunities for portfolio expansion and develop plans as appropriate

3  Develop a standardized tutorial template as a resource for ARM instructors  Conduct evaluation of the ART Forum  Maintain key ongoing activities  Oversight of ARM Advisory Group  Liaison with other councils and organizations  Oversight of event planning and execution

New Council Members

The group was asked to send Jackie ideas for individuals who might be recruited to fill one open council seat for FY 03-04.

ACTION ITEMS ON RESEARCH Jaime – prepare analytical plan Chris – prepare banner plan Pat – determine what info we have on educational level of respondents Plan follow up qualitative research Finalize ARM Advisory Group Members Develop Plan for Advisory Group at Fall ARM Finalize plans for recognition of ARM faculty