Topic: Quantifying Qualitative Data
: Chris Manolis, Xavier University

This session will focus on measuring “subjective entities” (versus “objective entities”) in marketing/consumer behavior research. Chris Manolis will work through a recent and interesting example of this process and discuss a few tools and methods that marketers who wish or need to measure subjective entities that their clients can use.

Chris Manolis has taken this idea and applied it to the American Dream to create the American Dream Composite Index (ADCI). Chris will delve into how he did this for the ADCI. The American Dream is an abstract idea that has different meaning for everyone. How can we take something abstract and measure it? There are a number of applications as companies look for ways to tie increased value to qualitative research.

Chris Manolis, Ph.D. is an associate professor of marketing at Xavier University. Dr. Manolis received a B.A. in Psychology from the University of California at Los Angeles, an M.B.A. from San Francisco State University, and a Ph.D. from the University of Kentucky. He has taught a number of marketing courses both at the graduate and undergraduate levels, and his research interests include the study of psychological and behavioral processes of exchange participants along with various methodological/empirical research issues. Dr. Manolis’s research has appeared in a number of journals, including the Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Business Research, Marketing Letters, and the Journal of Business Venturing, among others.

About this SIG: Forum for marketers and market researchers to network and discuss innovation, market research trends, and methodologies.

When: (4th Wednesday of the month)
Wednesday, April 25, 2012

Consumer Clarity (at OfficeKey offices in Rookwood Tower)
3805 Edwards Road, Suite 550
Cincinnati, OH 45209
Please note: Elevator access to 5th Floor available by 7:45 a.m.

7:45 a.m. – 9:00 a.m.

AMA Members – Free!
Non-members – $15
Students – Free!

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