Effective Customer & Market Research™
This course can be delivered privately to teams or entire departments.

This half-day seminar will teach attendees how to conduct qualitative research so that the results have the best possible credibility. After completing the course students will be able to:

1. Determine what types of research would be most useful for a given project
2. Work more effectively with a market research firm or internal market research department
3. Set goals and use a process to ensure research that is done provides reliable, high-quality results

Topics that will be covered include:

1. How to prepare for conducting effective market research
2. Benefits versus costs of using a market research firm
3. Qualitative versus Quantitative research, including why and how you should choose each or both methodologies
4. In-person versus online focus group, including the costs and benefits of each approach
5. Tele-web research – when it is appropriate and what to expect
6. Common mistakes to avoid when conducting market research – especially qualitative
7. Myths of qualitative research and how to overcome the barriers

Also covered will be specific issues or questions from participants regarding research they have done in the past and how it could be more effective.

Instructor
Erica Baccus, President and Founder of Baccus Research, began her career in the high tech industry by launching the 3 1/2" floppy disk as the worldwide advertising manager of Verbatim in 1982. She continued her advertising career with TFB, a high-tech ad agency, by helping start-ups like Maxtor and Adaptec build their first advertising campaigns. Her marketing, advertising and research interests evolved into a publishing career as the Marketing Director for InfoWorld and later as VP Marketing for IDG (International Data Group). There she launched the industry's first formal study which examined how technology products are purchased in businesses with the "Buying IT in the 90s" series. Later, as VP Strategic Planning and Research at Foote, Cone and Belding (FCB), Erica developed the first Account Planning Department for FCB's Technology Group.

For additional information contact:

Dave Dersh, VP of Training & Consulting
dave @ 280group.com
408-834-7518

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