· Advanced
degrees in marketing: MBA and PhD, including graduate training in quantitative
methods, probability and applied statistics (regression and multivariate
analysis, time series, forecasting and psychometrics).
· 10+ years
of marketing / marketing research / business experience across a broad spectrum
of industries.
· 10+ years
of business research experience in all aspects of qualitative and quantitative
methods, with expertise in primary customer research and business-to-business
research.
· Experience
in the senior marketing research position on the client (corporate) side,
including business planning, budget oversight and recruitment and development of
research staff.
· Experience
on the supplier side of marketing research as the founder and principal of a
private marketing research consultancy.
· Ability to
think strategically with a proven capability to translate marketplace
opportunities and challenges into competitive advantage.
· Demonstrated
ability to manage many projects simultaneously, while still meeting deadlines.
· Demonstrated
administrative skills to plan and organize research activities in an accurate,
timely manner.
· Effective
supervisory management skills with the ability to collaboratively achieve
organizational goals.
· Ability to
proactively create relationships with internal and external constituencies to
identify and frame key organizational data and information needs.
· Strong,
seasoned analytical background and abilities, including the use of advanced
statistical techniques, including, but not limited to factor analysis,
multidimensional scaling, perceptual mapping and conjoint analysis.
· Familiar
with eCommerce and Internet marketing research tools and techniques.
· Experience
designing, moderating and analyzing focus group research.
· Familiarity
with a wide range of statistical packages (SPSS, SAS) and spreadsheet / database
tools (Excel, Access).
· Highly
effective oral, written, interpersonal communication and presentation skills.
· Flexible
and able to succeed in a fast-paced, challenging environment.
· Significant
experience in internal and external client contact, including needs assessment,
consulting and presentations.
· Extensive experience in mentoring and training staff in both the profession and tools of marketing and research.
The senior research position at DFW.
Responsible for the design and implementation of the marketing research
department at DFW, including customer satisfaction / service quality measurement
systems, competitive analysis and strategic partnering with internal and
external clients. Developed and supervised a staff of five marketing research
professionals.
Custom marketing research supplier.
Technical consulting and research in support of strategic decision-making.
Services include:
Survey research
Marketing planning
Focus group moderation
Concept & new product testing
Strategic marketing research
Consumer profiles
Market & market segment profiles
Product and service positioning
Competitive analysis
Advertising / copy testing
Employee studies
Service quality /customer satisfaction
· 1998 present University of
Dallas Graduate School of Management
· 1993 1997
University of Texas at San Antonio
· 1990 1993
University of Alaska Fairbanks
Courses taught: marketing research,
marketing strategy, marketing communications, tourism / hospitality marketing,
destination marketing, Internet marketing strategy.
At present, I am the Director of the
Marketing Management program and teach courses in market research, marketing
strategy and Internet marketing. As these courses are project-based, with real
corporate clients, I am responsible for overseeing the development,
implementation and reporting of approximately 30 custom primary research
projects per year.
Managed large-scale, on-going and ad-hoc
tourism research studies. Developed, implemented and monitored research designs
and methodologies (i.e., sampling, data collection and analyses) to track and
predict travel market trends, to create market segments and competitor profiles,
and to identify effective tourism marketing strategies, particularly in the
areas of advertising and promotion. Directed and trained research staff in the
use of statistical, analytical, spreadsheet and database management systems.
Florida State University,
Ph.D. Marketing
University of South Dakota, M.B.A.
University of Iowa, B.S., Psychology
Mail: Dr. Dale Fodness, 2914 Cheshire
Way, Grand Prairie, Texas 75052 USA
Contact: dale@bdrglobal.com; tel. (817)
919-4533, fax (972) 606-2190