Gerry Katz to Teach ISBM Market Research Seminar

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Gerry Katz, Executive Vice President of Applied Marketing Science, will co-teach the course "Market Research for Business Markets" with Dr. Abbie Griffin of the University of Utah on February 3-4, 2009. The course is being held by the PennState Smeal College Institute for the Study of Business Markets and will take place at the BSN training facility at 5825 Carnegie Boulevard in Charlotte, NC.

Gerry Katz, Executive Vice President of Applied Marketing Science, will co-teach the course "Market Research for Business Markets" with Dr. Abbie Griffin of the University of Utah on February 3-4, 2009. The course is being held by the PennState Smeal College Institute for the Study of Business Markets and will take place at the BSN training facility at 5825 Carnegie Boulevard in Charlotte, NC.

This training is intended to help those responsible for the development or management of products and services in a business-to-business setting obtain better information about their customers, prospects, and markets. Topics covered will include:

  • Definition of market research
  • Consumer vs. B-to-B market research
  • Primary vs. secondary sources
  • Qualitative vs. quantitative research
  • Typical flow of market research
  • Typical steps in a market research initiative
  • Overview of market research tools
  • Qualitative and quantitative analysis
  • Outsourcing market research

The fee for the two-day course is $1,500 for ISBM Members and $2,500 for non-members. For more information or to register, please visit the ISBM website at http://www.isbum.smeal.psu.edu.

About the Instructors

Gerry Katz is a recognized authority in the areas of new product development, design of new services, product marketing, and market research, with nearly 35 years of consulting experience. At AMS, he has led more than 100 major client engagements employing The Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other marketing science applications. He is a former member of the board of directors of the Product Development & Management Association (PDMA), the world's leading professional society devoted to the study and practice of developing and commercializing new products and services. He is also certified as a New Product Development Professional (NPDP) and is a contributing editor to Visions magazine. He is the author of several award-winning papers, and received the William O'Dell Prize from the American Marketing Association in 1988. Gerry holds a B.S. in Management Science from the University of Rochester and an S.M. in Management from MIT.

Abbie Griffin holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah, where she teaches business-to-business marketing and first-year core marketing classes to MBA students. Her research focuses on means for measuring and improving the process of new product development. Dr. Griffin is a member of the board of directors of Navistar International, a $13 billion manufacturer of diesel engines and trucks, and was the editor of the Journal of Product Innovation Management, the leading academic journal in the areas of product and technology development, from 1998-2003. She holds a B.S. in Chemical Engineering from Purdue University, an M.B.A. from Harvard University, and a Ph.D. in Management of Technology and Marketing from MIT.

About Applied Marketing Science

Applied Marketing Science is one of the leading Voice of the Customer consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate "best practices" into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.

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