What do customers really want?
Market Research: theory and practice
25-26 February 2007, Mill and Old Swan, Minster Lovell, Oxfordshire
Facilitators:
Jane Powell, Shift Media
Stuart Hay, Pearson Education
After-dinner speaker to be confirmed
Overview:
Publishing is going through a revolution, and the online environment in
particular offers opportunities for creating new products and services
around academic content that could lead to valuable new revenue streams. But
what do customers really want, and how much are they prepared to pay for it?
How do you know if slicing and dicing your content will make it more
attractive to new markets or simply cannibalize existing revenue streams? We
may not have all the answers, but this 24-hour residential workshop will
certainly give you a foundation for using market research methodology to
ensure that your proposals stand the greatest chance of success by being
developed from a firm understanding of market constraints and opportunities,
competitor activities and customer needs.
Workshop objectives:
* A strategic framework for market research
* Qualitative v. quantitative research
* Market research techniques in detail: observation, discussion and
focus groups, questionnaires and surveys
* Market research channels: email, web, telephone, mail, in person
* Sampling and statistics
* Evaluating the results of market research
Learning Objectives:
This course will provide delegates with an understanding of market research
strategy and methodology. They will also be equipped with practical tools to
enable them to conduct a structured market research programme of their own
to better inform pricing and product launch/development decisions, and so to
avoid costly mistakes.
Who should attend:
This workshop is relevant for anyone with responsibility for launching or
developing books and journals and other products for the academic and
professional market. It will provide a strategic framework for senior
managers, demonstrating how a market research strategy can be introduced
into an organization. At the same time it will also offer practical help for
editors and marketing staff who wish to develop pricing and product
proposals that are informed by an understanding of market research
methodology.
Course Fees (including dinner and accommodation):
ALPSP members £570, Non-members £675 (excl. VAT)
Further information: www.alpsp-training.org <http://www.alpsp-training.org/>
, or contact Amanda Whiting, [log in to unmask]
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