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FALL 2009 MMR NEWSLETTER
Coca-Cola center for marketing studies
MMR Course Updates
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Front Row (left to right): Celina Iglesia, Laura Engstrom, Amy Caira , Nicole Sanhamel, Lindsey Coker,
Xiaona Hu, Susan Little, Lena Lyepyenina; Second Row: Michael Whalen, Jane O’Donnell, Michelle
Carrier, Raluca Corobana, Laura Dahlgren, Kimberly Carrasco-Gregory, Dan Meinwald; Third Row:
Jeff Russell, Matt Stenger, Garrett Brewer, Michael Perri, Eric Johnson, Joseph Threatt
2009-2010 Student Team Projects
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any thanks to the companies that
have agreed to sponsor a student
project this academic year. The
MMR class of 2010 will be working on five
projects, all of which are interesting and
challenging. This year’s project sponsors are:
Vistakon, Coca-Cola, Colgate-Palmolive,
dunnhumby, and Eli Lilly. The faculty
advisors for this year’s projects are: Son Lam
(Eli Lilly), Rich Fox (Colgate-Palmolive),
Candice Hollenbeck (Vistakon), Charlotte
Mason (dunnhumby), and Piyush Kumar
(Coca-Cola). Four of the five companies have
sponsored projects in the past, while ColgatePalmolive is new to project sponsorship. We
are grateful to all for their support, and
in particular, welcome Colgate-Palmolive’s
participation. Information on the content of
these projects will be included in the Spring
MMR Newsletter and will be discussed at
this year’s Board of Advisors meetings. ■
Special Project for the Home
Improvement Research Institute
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he Home Improvement Research Institute (HIRI) has requested the Center for
Marketing Studies to collaborate with them on a “white paper” concerning the field
problems associated with conducting multiple studies at varying eligibility rates. Terry
College faculty member Rich Fox, and Tim Norvell, an MMR Graduate and current Ph.D.
student in the Marketing Department at the Terry College of Business, are working on the
project. HIRI has provided information pertaining to studies where bias entered into the
sample due to the manner in which the various cells of the study were populated. For example,
in a study having multiple cells, where several have very low incidence and several have very
high incidence, the high incidence cells will tend not to contain individuals who qualified for
the low incidence cells. The cause of this is the natural tendency to use low incidence people
in the cells which are hard to fill rather than “waste” them in the high incidence cells. In the
HIRI example, the cells correspond to home improvement tasks performed in the past year.
For example, the task corresponding to “caulking cracks and crevices” will not have a “fair
share” of respondents who took on rare, but far more challenging, tasks. The resultant sample
skew can have a substantial impact on the survey results. The “white paper” will elaborate on
this problem, and include descriptions of similar situations in which this bias can occur. Also,
approaches for eliminating the potential basis will be discussed and examples provided. ■
Class of 2010 • p. 2
MMRs In the Field • p. 4
he MMR course schedule for the
current class has undergone some
changes due to faculty departures.
Candice Hollenbeck is teaching the
Consumer Behavior class in addition to her
Qualitative Research course. This fall Rich
Fox is teaching a new course in Special
Topics which include creating and analyzing
cross-tabulations, analysis of variance and
experimental design, logistic regression, and
nonparametric statistics. Thanks to MMR
Research for providing the survey data and
case study for the students to use to develop
cross-tabulation skills.
This spring semester Charlotte Mason will
teach a modified version of the course
in Database Marketing and Customer
Relationship Management previously taught
by Rex Du. In addition, the department
has hired, on a part-time basis, a graduate
student in Economics who will be available
to help MMR students with SAS and other
software related questions. ■
Recruiting New Faculty
The Marketing Department is actively
recruiting new faculty. To date, nine
prospective new faculty members are
scheduled to visit campus this Fall. Seven
of these are seeking junior faculty tenuretrack status, and two are senior faculty
at other institutions. In these difficult
economic times, the department is very
fortunate to have multiple approved slots
at both the junior and senior levels. We
hope to be as successful in this effort
as we were last year, when we added
Son Lam and Scott Thompson to the
Marketing faculty. We will keep you
posted regarding our progress in the next
newsletter.
Alumni Corner • p. 4
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MMR Class of 2010
Garrett Brewer – I’m enjoying learning to
use statistical software packages. This MMR
Program gives us the time necessary to learn to
use SPSS and SAS adeptly.
Amy Caira – I decided to apply to the UGA
MMR Program because I wanted to expand
my marketing research skill set beyond its
previous level, and I saw the curriculum offered
at The University of Georgia as the perfect
way to do so. I have already learned a lot, and
I’m looking forward to what else is to come.
My favorite aspect of the program so far is
probably getting to know my classmates and
attending the seminars given by professionals
in the field.
Kimberly Carrasco-Gregory – I feel very
fortunate to have the opportunity to be part
of the MMR Program. As early as our first
semester, we were able to apply our curriculum
beyond the confines of the classroom. I’m
thrilled to work with such an amazing group.
Their professionalism and intellect adds even
more to the program experience. I am positive
that the friendships we make in this program
will be long lasting.
Michelle Carrier – I’ve been really encouraged
by the faculty in this program. I’ve been able
to express my specific interests in ethnography
or the non-profit sector, and the professors
have responded by connecting me with helpful
resources and contacts whenever possible.
Lindsey Coker – I feel like the broad range of
backgrounds that each student has come into
the program with has allowed us to not only
learn from our professors, but to learn from
each other. Every time we work on another
group project, I feel like I come away from it
knowing so much more about the many ways
to approach a marketing research problem,
because each person looks at it differently
based on their experiences.
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Raluca Corobana – After working in
marketing research for several years, I knew
this is the field I want to pursue as a career.
The MMR Program builds upon my previous
marketing research experience, helping me get
a better understanding of things that I would
not immediately be exposed to otherwise.
My favorite thing about the program is the
networking aspect. First, we get to meet and
learn from previous MMR graduates. Secondly,
we are pursuing a degree alongside a group of
people who share the same interest in research
and who we will likely stay in contact with (and
cross paths with) for many years.
Laura Dahlgren – The first semester of the
MMR Program has both reaffirmed and
furthered my interest in marketing research.
I have enjoyed and appreciated the chance
to work on practical class projects and meet
industry professionals, and I am very much
looking forward to beginning our year-long
company project. Aside from the academic and
professional opportunities that the program has
provided, I am honored to work with such a
talented and well-respected group of students
and faculty.
Laura Engstrom – This past year I came
across UGA’s MMR Program while looking
for a degree that would enable me to utilize
my background in neuroscience and science
research to pursue a business career at a life
sciences, medical device, or pharmaceutical
company. So far I have found the program’s
small size and industry interface to be its most
valuable assets. The quaint environment of the
MMR program coupled with frequent exposure
to industry executives ensures that students
have the resources and support necessary to
explore their interests in the marketing research
industry.
Xiaona Hu – I first found the MMR Program
on Google about one year ago. Today I
am thankful for my decision to become one
of the MMRs. The first three months in
the program really opened my eyes to the
marketing research industry and confirmed my
dream of a marketing research career. I also
greatly enjoyed the time spent with the MMRs
both inside and outside the classroom.
Celina Iglesia – I enrolled in the program to
enhance my skill set and expand my network.
I hope to build onto a solid foundation for
analyzing trends in the marketplace. The
practical approach and resources available set
this program apart from others.
Fall 2009
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Eric Johnson – I am very happy to be a
part of the MMR class this year. We have a
tightly-knit and fun group of classmates, and
the curriculum is providing me with richer
quantitative tools than were a part of my more
qualitative background. I am especially looking
forward to the research challenges that we
will be confronting in our group projects and
hearing from alumni.
Susan Little – I am thrilled to be able to
combine both of my interests, marketing and
psychology, from undergrad with my studies
at the MMR Program. The more I learn, the
deeper my interest grows in marketing research.
I am excited to learn more throughout the
year, and to contribute to the industry of
marketing research.
Lena Lyepyenina – I like the MMR Program
because it offers a unique mixture of theoretical
and practical knowledge. I really enjoy having
the opportunity to put what I learn in class into
practice through diverse individual and group
projects. I feel that the MMR program allows
me to grow both professionally and personally.
I am looking forward to the remaining part of
my learning!
Dan Meinwald – I decided to take the next
step towards a career in marketing research by
entering the MMR Program after finishing up
my marketing degree with a minor in math at
Tulane University. As fall semester begins, I
am preparing to fully delve into my marketing
research project concerning corporate brand
equity for a prominent pharmaceutical company.
I am also getting into the thick of my research
projects concerning processes businesses use to
derive competitive advantages and customer
recovery/reactivation techniques.
Jane O’Donnell – I first heard about the
MMR Program from my professors at UGA
who encouraged me to apply. I knew that the
program would provide me with opportunities
in a field that I have great interest in. Since
the beginning, it has been more and more
exciting to see how concepts learned in class
can be applied to real business problems. I am
confident that the knowledge and skills I will
have acquired at completion will prepare me to
be a competitive market researcher.
Fall 2009
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Michael Perri – The MMR Program has
offered me an intensive, challenging course of
study that will allow me to start my career with
applicable experience. UGA was an easy choice
given the one year format and credentials of the
instructors. I’m looking forward to the skills
I’ll gain and the comprehensive instruction in
the following semesters.
Jeff Russell – After working in marketing
research for six years I was interested in a
way to advance my career while improving
my knowledge of the industry. After three
months in the program I have already learned
a lot and have been challenged by the material.
I have also enjoyed the friendships with my
classmates, who seem to teach me something
new every day.
Nicole Sanhamel – So far the MMR Program
has been a challenging and interesting experience
for me. I believe this program is a valuable next
step to my education because I’ll have more
to offer professionally after graduation. The
diversity in our program allows everyone to
offer something unique to class interactions
and projects. I’m looking forward to building
relationships with classmates and networking
with professionals in the industry.
Matt Stenger – I wanted to further my
knowledge of marketing research, so I chose
the MMR program because it is highly regarded
in the industry and it has a strong curriculum.
Additionally, the MR projects we do with
companies give us first hand experience to
apply what we are learning. I also enjoy
the small class size so that we can establish
relationships with other people from the MR
industry. It also was not a hard decision to
choose UGA because of the reputation the
overall University has.
Joseph Threatt – The program has been great
at introducing me to the world of marketing
research. I enjoy the teamwork aspect and the
course work is challenging and rewarding. I am
looking forward to learning more and more in
the coming semesters.
Michael Whalen – I knew that coming to the
MMR Program at UGA would provide me an
opportunity to learn statistical analytical skills
that not many people possess and allow me
to get hands on experience in the marketing
research industry. Working in the industry
appeals to me because of the myriad of
industries the research can be applied to and
the impact marketing research can have on
business decisions.
MMR Newsletter • 3
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MMRs
IN THE FIELD
Dan, Laura E., Nicole, and Matt at AthFest.
MMR Orientation in the summer.
Matt, Amy, Nicole, Joe, Raluca, and Kim
ALUMNI CORNER
1989 – Christine Cordes-Sarrett
tied the knot in July 2008 with
Peter Sarrett. Chris and Peter
live in Redmond, WA near
Peter’s job as a game designer
for xBox. Chris started her own
firm, C Squared Strategies, and
became an independent research
consultant in 2005, after years of
high-tech research in Silicon Valley
and Seattle. She now manages
quantitative research projects and
conducts qualitative research for
clients such as Microsoft and eBay.
MMRs visiting CMI in Atlanta.
1991 – Paula Morrow was
married to David Johnson on June
27, 2009 in Greenville, SC and is
currently working as the manager of
Global Marketing Research for the
Center for Creative Leadership.
2002 – Meggie Dimitrova had a
son, Victor Dotov, born on October
21, 2008. Upon her return from
maternity leave, she started in the
Oral Care Professional division at
Colgate-Palmolive.
Master
of
2002 – Jill Gardere was voted
“2008 Marketer of the Year” by
her peers, which was announced
during the National Sales Meeting
in February 2009. Her current
position is Associate Director,
Marketing Research at Johnson &
Johnson Vision Care, Inc.
2003 – Latrice Cockett married
Vincent Abanyie on August 1,
2009 in Cherry Hill, NJ.
2005 – Delicia (Walters) Cooney
married Antoine Cooney on
November 15, 2008 in Elk Grove
Village, IL. She works in market
research at Abbott Laboratories.
2007 – Melissa DiSpigna Moyles
married on May 23, 2009. She
works as a Marketing Analyst for
Office Depot.
2008 – Joel Frost married
Samantha Munson on May 16,
2009.
Marketing Research
Robert T. Sumichrast, Dean
Charlotte Mason, Director, MMR
Jamese Meyer, Program Coordinator, MMR
Maria Celina Iglesia, Newsletter Coordinator, MMR ’10
Tailgating for the football home opener.
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The University of Georgia
Brooks Hall • Athens, Georgia
(706) 542-0426
www.terry.uga.edu/mmr/
Fall 2009