The Technology Marketing Center Announces a Market Research Course for Technologists

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Course includes skills needed to use new web tools for experimentation and quantitative market research

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"We now have rapid, low cost methods of engaging with customers to inform product/market decisions,” said Chris Halliwell, TMC Director.

The Technology Marketing Center (TMC) announces a new course, Market Research for Technology Products. The course is taught by Professor Edward McQuarrie and is based on his new book, The Market Research Toolbox: A Concise Guide for Beginners.

Unlike courses for market research specialists, the Market Research for Technology Products course delivers practical skills that product/market teams can immediately put to use directly to inform priorities.

“From online survey facilities, to social media forums, to advances in CRM database analysis and modern high tech oriented qualitative research approaches, we now have rapid, low cost methods of engaging with customers to inform product/market decisions,” said Chris Halliwell, TMC Director. “This executive education course is designed to give cross-functional teams the skills they need to put these tools to work making more effective target market, product design, market development, promotion, and pricing decisions,” she said.

During the course, teams will learn when and how to choose and use market research methods: exploratory versus confirming, qualitative versus quantitative, conjoint analysis versus experimentation. In addition, teams will also understand what market research can and cannot do, how to use new online tools, and how to manage research projects when the situation calls for professional market research expertise. All TMC courses are held at company locations and are offered in 1-day, 2-day, or 3-day formats.

Course instructor Edward F. McQuarrie is a Professor of Marketing in the Leavey School of Business at Santa Clara University. He received his PhD in social psychology from the University of Cincinnati in 1985. He has taught seminars on Effective Customer Visits, Marketing Research Methods, and similar topics for Hewlett Packard, Sun Microsystems, and many other clients worldwide. He has also authored the widely popular Customer Visits: Building a Better Market Focus, and he can be heard in a free TMC webcast offered on Tuesday, April 24, 2012, at 10:00am .

The Technology Marketing Center is a community for technology marketing professionals and their colleagues in engineering, sales and management. TMC visitors can explore proven frameworks and common Vocabulary to address high tech market challenges. TMC members are some of the 3500+ past participants in the Strategic Marketing of Technology Products course offered previously by Chris Halliwell in the Caltech Industrial Relations Center for 17 years.


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Gayle Paride
Technology Marketing Center
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