Frontiers of Research (6 Sessions, 6 Speakers; All in One Day), New York, May 3rd, 2011, Hosted by TRC Market Research

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TRC, a market research and analytics firm, is expanding its traditional conference format to include more speakers and more topics. "Frontiers of Research" will feature six speakers and six lectures, all in one day. Guest speakers from Wharton, NYU, Temple and Rice Universities will join TRC's Rajan Sambandam and Pankaj Kumar. The sessions will cover neuroscience, the latest choice-based techniques, the use of social networks in product development, modeling purchase funnel dynamics, and how merely measuring intentions can have an influence on consumer behavior.

With half a dozen presentations by top academics and practitioners, I expect all participants to walk away with new ideas on how to make better use of Market Research

TRC Market Research announced today their upcoming one-day market research conference at the Yale Club of New York City on May 3rd, 2011.

Guest speakers from New York University (Professor Vicki Morwitz), Wharton School of Business (Professor Elea McDonnell Feit), the Rice University’s Jesse Jones School of Business (Professor Paul Dholakia) and Temple University (Professor Angelika Dimoka) will join Rajan Sambandam, TRC’s Chief Research Officer and Pankaj Kumar, TRC’s Executive Vice President.

Registrations are being accepted at TRC Market Research.

“With half a dozen presentations by top academics and practitioners, I expect all participants to walk away with new ideas on how to make better use of Market Research," says Richard Raquet, TRC’s President.

The one-day market research seminar themed “The Frontiers of Research” will be divided into six sessions:
1/ Product Configurator – A Simple Way to Tackle Complex Product Development Problems, by Rajan Sambandam, Ph.D., TRC, will present a powerful and versatile market research technique that uses a build-your-own approach to handle the demands of complex product designs, without sacrificing data quality or analytic power.

2/ Asking Questions Changes Respondent Behavior: Some Unintended Consequences of Market Research Surveys, by Vicki Morwitz, Ph.D. New York University, will present evidence of how simply measuring customers’ satisfaction with a firm can make more loyal and more profitable customers. Professor Morwitz will outline some factors that influence when these measurement effects occur and the direction of the effects, and offer some explanations for why they occur.

3/ How Do We Really Decide? Looking “Under the Hood” and into the Brain, by Angelika Dimoka, Ph.D., Temple University, will look into what our brain is actually doing when we make a decision and what we can learn about decision-making by exploring the neuroscience of our brain. Answers to these questions have far-reaching implications for all aspects of our society.

4/ Why Conjoint is Harder Than You Think: Perspectives from the Front Lines to the Ivory Tower and Everywhere In Between, by Elea Feit, Ph.D., Wharton School of Business, will discuss how creating an excellent conjoint study presents more challenges than the textbooks might lead you to believe. Professor Feit will elaborate on these challenges as well as some “academically practical” solutions, all from the perspectives of her extended background as a research practitioner as well as her current role in academia.

5/ Marketing Research 2.0: Using Social Media in Marketing Research, by Paul Dholakia, Ph.D., Rice University’s Jesse Jones School of Business, will look at how social media (Facebook, Twitter, YouTube, etc.) offer unique and interesting opportunities to marketing researchers.

6/ Insights into Purchase Funnel Dynamics, by Pankaj Kumar, Ph.D, TRC, will discuss how advanced econometric modeling can provide insights on how exposure to marketing messages has differential effects on the various purchase funnel stages.

About TRC Market Research, a market research and analytics firm
TRC Market Research is a research and analytics firm that pairs customized solutions with senior-level attention to help solve business problems. TRC provides expertise in designing and implementing successful choice-related research, including product configurators, discrete-choice conjoint analysis, and other techniques.

Philadelphia-based TRC Market Research is affiliated with the Council of American Survey Research Organizations (CASRO) and the American Marketing Association.

For more information, call Lenka Kolar at 215.641.2225 or visit

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