The Hardin Institute for Marketing Research is funded
through an endowment from the David K. Hardin Trust and is hosted by the
Center for Business and Economics at Elmhurst College.
Workshops & Speakers
Prior seminars and workshops have been developed for both students
and community needs from a broad marketing research perspective.
Prior presenters
Amy Engstrom Clugg spoke to a group of marketing students this Spring, 2007 in the Prospect Room in The Frick Center from 9:40-11:10.Ms. Clugg is an adjunct faculty member at Elmhurst College and Northwestern University’s Medill School of Journalism.
John Drea,is a professor of marketing and the Chair of the Department of Marketing and Finance at Western Illinois University. He spoke to the students about the role of secondary research in marketing research. He provided an interactive presentation in which he used the Internet to illustrate points which made for a lively discussion around this topic.
Ms. Sandy Shapin, is President and owner of AAR Research, Inc. She addressed the topic, “focus group marketing and its importance in the area of research”. She provided case examples and conducted a “mock” focus group with student participants to demonstrate the process.
Mike Maddock, founding principal and Mary Ann Howley, researcher of Maddock Douglas/321 Launch spoke to the group. Maddock Douglas is one of the largest privately held advertising agencies in Chicago. Mr. Maddock and Ms. Howley talked about creative solutions to complex issues and the importance of the approach used in addressing research problems. The two also discussed alternative forms of research and career opportunities in research within the realm of advertising and marketing.
Professor Kelly Cunningham is an adjunct business faculty member at Elmhurst College. He spoke to students about his experience with Marketing Research during his 20 plus years at Kraft Foods. He discussed the role of marketing research in product development along with career opportunities in the research field.
Mr. Nick Panagakis, President and founder of Market Shares Corporation discussed poling with the students for a very timely discussion during election time. He reviewed the importance of poling along with a brief overview of the mathematics of poling then reviewed several cases, in which poling was critical and somewhat controversial.
A panel discussion of three industry leaders discussed the topic of "Ethics in Marketing Research" from different perspectives. Dr. John Drea, Associate Professor of Marketing at Western Illinois University, took the position of the researcher. Mr. Tim Rounds, retired researcher for 34 years took the position of a practitioner in the field. Dr. John Reis, alumni and adjunct faculty member of Elmhurst College in Philosophy took the position of business ethics professional.
Jeff Jarrett, President, Protocol Marketing Group, reviewed marketing research basics then reviewed two case studies that his company recently completed with United Airlines and Cablevision.
Amy Engstrom Clugg, Vice President, DDB Chicago advertising discussed the role of consumers in new product development using an actual case from her work on an Anheuser-Busch campaign.
Ted Galloway of Galloway Company and Classic Mix Partners discussed the role of marketing research in the sales process.
Dr. Sumaria Mohan-Neill the Anixter Professor of Entrepreneurship at Roosevelt University. Dr. Mohan-Neill discussed the use of marketing research by the entrepreneur.
Carl Edstrom, Senior Vice President of Market Facts/Division of Aegis Group (10th largest research organization in the world). Mr. Edstrom discussed how businesses could best utilize marketing research.
Gordon Gallup Jr. of The Gallup Institute. His presentation
focused primarily on marketing research application and analysis.
