Gaither University Presentations



 Course #1: The Research Process – Part 1


Date: Wednesday, April 11, 2018

Guest Speaker: Gloria Viscasillas (Banco Popular) Market Research and the decision making process

Instructor: Roberto Trigos / David Whitehouse

Course Outline: 

  • Defining Marketing and Market Research
  • Strategic Planning
  • Research Planning
  • General characteristics of Quantitative Research
  • Observational Research
  • Comparative Research

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 Course #2: The Research Process – Part 2


Date: Thursday, April 26, 2018

Guest Speaker: Luis Iturralde (Business Professor UNE) Main differences between theory/field Research

Instructor: David Whitehouse / Jose R. Garcia / Ana Gordillo / Nancy Diaz

Course Outline: 

  • Implementation of the Invertigation
  • Target Group
  • Questionnaire Design
  • Objectives of the Study
  • Interviewer Training
  • Monitoring data gathering
  • Field Supervision
  • Data Processing
  • Data Segmentation
  • Variables to Analyze

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 Course #3: Qualitative Research


Date: Thursday, May 31, 2018

Guest Speaker: Alex Lignos (JMD) Consumer Insights through Qualitative Research

Instructor: Aracely de la Torre

Course Outline: 

  • Characteristics of Qualitative Research
  • The importance of a Clear Objective
  • Translating goals and hypothesis into a Research Brief
  • Utilizing Projective Techniques
  • Determining amount of FGI needed
  • Utilizing verbatim for Advertising Development
  • Qualitative vs Quantitative

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Course #4: Research in Marketing Plans


Date: Thursday, June 21, 2018

Guest Speaker: MariJo Laborde (Econo) How to use the Marketing Plan

Instructor: Roberto Trigos / Marta Almeyda

Course Outline: 

  • The Marketing Plan Framework
  • Purpose of the Marketing Plan
  • Usage of the Marketing Plan
  • Marketing Plan Format
  • Sales Forecast
  • Expense Budget
  • Target Groups
  • Price Research
  • Distribution Research

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