Market Research Boot Camp Offered by ISBM

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The 2-day course "Boot Camp in Market Research for Business Markets" will be offered by the Institute for the Study of Business Markets (ISBM) on September 24-25, 2009 at the DuPont Country Club in Wilmington, Delaware. Co-taught by AMS Executive Vice President Gerry Katz and Dr. Abbie Griffin of the University of Utah, the course will teach the basics of market research to those new to the field of market research, or those without market research backgrounds who are responsible for overseeing new product development research.

Boot Camp in Market Research for Business Markets

The 2-day course "Boot Camp in Market Research for Business Markets" will be offered by the Institute for the Study of Business Markets (ISBM) on September 24-25, 2009 at the DuPont Country Club in Wilmington, Delaware. Co-taught by AMS Executive Vice President Gerry Katz and Dr. Abbie Griffin of the University of Utah, the course will teach participants how to:

  • Recognize where and when you need market research
  • Be conversant with all of the basic tools and techniques available to you, and when each is most appropriate to use
  • Understand the unique problems of conducting market research in B-to-B markets, and why it is so different than for consumer markets
  • Know the difference between primary and secondary source research
  • Be able to conduct basic market research studies on your own; and
  • Know when it makes sense to outsource your market research, and how to work effectively with market research vendors.

The program is intended for those new to the field of market research, or those without market research backgrounds who are responsible for overseeing new product development research. The cost of this event is $1,500 for ISBM members and $2,500 for non-ISBM members. Additional information is available at the isbm website at http://isbm.smeal.psu.edu.

About the Instructors

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. She 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.

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 200 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), is a certified New Product Development Professional (NPDP), and is a contributing editor to Visions magazine.

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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Michelle Harris
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