Editor's note: Keith Malo is director of research services and John Widmer is audience research manager at Largo, Fla.-based Valpak Direct Marketing Systems Inc. This article appeared in the March 8, 2010, edition of Quirk's e-newsletter.

For many researchers, primary training and development comes from on-the-job experience, but training opportunities don't stop with the fulfillment of daily job responsibilities. Growing analytic and project management skills in real-world environments is acceptable - so long as the exercises are managed by integrity-driven, technically-proficient research managers and mentors who encourage open dialogue and program post-mortems. The sad truth, however, is that this is not always the case. This is why a structured, ongoing research education is key in a researcher's quest for continuous improvement. But how do you choose the programs that are right for you (and your budget)?  
 
Every week mailboxes and e-mail accounts fill with catalogs and advertisements from respectable organizations promoting their latest conferences and tutorials on research methods, analytics, competitive intelligence, customer management, respondent cooperation and newly-enacted legal responsibilities. Without question, many of these events are valuable to enriching one's knowledge and network, and this recession era may be the time to attend them - leveraging registration discounts, negotiations to secure reduced fees for multiple-team-member attendance or an opportunity to be a sponsor-subsidized presenter. Still, many of these events still come with considerable registration costs and travel expenses.

But don't let cutbacks in training and development or travel budgets discourage you in your professional training and education. There are several avenues for ongoing professional development with minimal or no expenditure required.
 
Live Webinars

Many low-to-no-cost Webinars are available through trade groups and research suppliers that can help keep the team's research skills up-to-date. While Web-hosted training sessions are no substitute for the networking component of conferences and trade events, they do provide a cost-effective means to keep skills and industry knowledge contemporary in economically-challenging times.
 
Our team members have participated in many complimentary Webinars over the past year. For example, one hosted by the American Marketing Association and presented by a research supplier discussed an innovative way to maximize the benefits of multiple online panels without compromising program reliability to reach niche audiences that no panel provider can adequately cover alone. Another Webinar co-sponsored by Quirk's on modern-day marketing research function challenges was both insightful and validating. And yet another presented by a primary research supplier on the implementation of different digital technologies in ethnographic research offered many blinded client examples that used assorted electronic gadgets in the data collection process.
 
Undoubtedly some research suppliers sponsor Webinars as part of their overall lead-generation efforts. That's fair. But don't let the fear of a non-binding sales call a few weeks later stop you from taking advantage of a learning opportunity now. Then again, that same organization that helped educate the marketing research team today may be a preferred research partner tomorrow.
 
Webinars on-demand

You may not have the time or availability to attend a pre-scheduled Web-based training session. Bear in mind it has become common practice for Webinar hosts to electronically distribute their presentation, often with full recording, to all registered participants, regardless of whether a registrant actually dialed in or not. This lets you consume the training material at your convenience during lunch or some later time.
 
Local events

For those requiring more opportunities to make contacts and meet new people, take advantage of professional associations' local chapter and affiliate events for both training and networking. The cost may be simply a few gallons of gasoline or subway fare and the cash equivalent of a casual restaurant meal.
 
Research publications

Marketing researcher training and development isn't only formal instruction. Many journals and trade publications, some with daily and weekly e-newsletters, are available and often without charge. These can be great resources to keep the marketing research team's knowledge current and serve as idea generators when observing other researchers' case studies and best practices to help develop a team's own research program.
 
Also consider regular visits to Web sites, particularly publications and professional associations that are pertinent to your employer's or clients' category or brand. Having a solid grasp of industry goings on, developments, trends, along with "who's in and who's out," is as important as knowing the latest in marketing research principles and practices.
 
Supplier-provided training
 
Today, marketing research purchasers demand more insights and value from their suppliers. To that end, view research suppliers as a viable option for education and training - particularly syndicated data suppliers. Be mindful that a sales call is not a training event. Engage the syndicated data supplier's client services team to conduct one or two sessions annually, either on-site or via the Web. Topics could include the following:
 
Product methodology: How the data is collected (e.g., sample source, methodology, invitation and follow-up attempts) and related data collection protocols (e.g., managing incomplete or duplicate surveys, coding and data entry); what enhancements have been made to include difficult-to-reach audiences, such as cell-only or ethnic minority households; data weighting practices.
 
Product education: What question items are new and which have been removed; the latest tricks and tips to efficiently manage the product's software interface; where does one go for technical assistance and copies of survey instruments.
 
Data usage and application: How other purchasers of the same product are using the data; how other purchasers present the data to their end users; case studies or best practices from other organizations.
 
These sessions permit marketing researchers to reacquaint themselves with the foundation of third party-supplied data, which is imperative as they apply that secondary data to solve present-day challenges. Moreover, they keep the team's intelligence fresh on how other subscribers, including perhaps competitors, are using and positioning the same data.
 
When negotiating contracts with syndicated data suppliers, don't be bashful - ask that complimentary training sessions be included. This is a great tactic for research providers to demonstrate value, and the subscribing organization gains several thousands of dollars in value-added service.
 
Additional supplier training

Consider other research supplier training as another practical solution to growing team skills. Some online survey software providers, such as SurveyGizmo and Zoomerang, offer Web-based product tutorials and accompanying, no-cost Webinars on assorted subjects such as building more complex surveys, respondent quality, integrating other software (e.g., SPSS) with their application and how to more effectively interact with their platform or software.
 
Internal departments

Don't overlook other internal departments as a training resource. Perhaps the marketing research team exchanges client data or manages syndicated and third-party-supplied databases. Partner with the legal department to facilitate a team meeting to address and recharge knowledge on important issues such as managing client non-disclosure agreements, client contracts, research supplier agreements, safe data transfers or consumer and client-identity protections. An hour-long meeting to keep the team's legal and ethical compass calibrated may save the enterprise hours and dollars in litigation down the road.
 
Moreover, today's workplace places a premium on interpersonal skills as much as technical competency. Reach out to the human resources team and explore in-house and other available training and development programs. Topical areas to consider may include managing change, coping or dealing with difficult or stressful work-related situations, managing workplace emotions, impactful presentations and personal productivity.
 
Additionally, it may be an opportune time to sharpen some technical skills. Team up with human resources to identify programs to further develop team member proficiency with Microsoft software programs such as Access, Excel or PowerPoint.
 
PRC incentive
 
If you've earned Professional Researcher Certification (PRC), many of the aforementioned approaches - research industry events, research supplier-provided training, marketing research supplier and association Webinars - should they meet PRC eligibility requirements, may also qualify for PRC contact hours, providing an additional incentive to participate in the many cost-effective training and development opportunities offered.

Just as important

There are many different paths a researcher can take to improve professionally and keep up with the latest trends. Whether the budget allows for international conference attendance or complimentary desk-side Webinars, training and development for marketing researchers during a recession is just as important to professional development and growth as it is in the best financial times.
 
While the current economic conditions force one to be more creative in identifying and developing educational opportunities, it is possible to achieve fiscally-responsible, meaningful career development.