The purpose of this seminar is to:
- Provide a basis for understanding what market research is and how it can be utilized to maximum benefit in the management of technology.
- Identify and describe some of the marketing concepts that necessitate the completion of market research to support management decisions.
- Describe the role of market research in the planning process of research and development projects.
- Explain the differences between types of market research in terms of methodology, costs, usefulness of information and correct interpretation of results.
- Share knowledge of sources of market and industry information that can be readily accessed by the public.
Market research will help direct focused technology developments and enable a broad-based technology exploitation. In addition to learning about market research methods and sources of information, participants will gain a heightened awareness as to how market research fits into planning for technology development and licensing. Armed with this knowledge, attendees will be better able to determine when they require market research, what type of study is appropriate, how to conduct the research, and how to interpret the research results.
This seminar is intended for individuals who make use of, contract out, or conduct market research for their own needs, such as:
- Technology Managers,
- Licensing Executives,
- Market Research Managers,
- Marketing Professionals,
- Business Managers,
- Small Business Owners.
Topics of Discussion
1. Introduction and Terminology
2. Marketing Theories & Philosophies
- The Marketing Mix
- Market Segmentation
- Target Marketing Technology
- Push vs. Market Pull
- Product Life Cycles
3. Market Research
- What is Market Research?
- The Importance of Market Research
- Market Research Methods
- Common Mistakes of Market Research Studies
- Budgeting for Market Research
4. Market Research & Technology Management
- Market Research as a Guidepost for R&D
- Tracking Technology/Consumer Trends
- Identifying Potential Licensees and Commercialization Partners
- Researching Specific Businesses
5. Market Research Methods
- Finding Trade Data
- Use of the Internet and Other Online Sources
- Get the Most out of the Library
- Survey Research - What is it good for?
- Focus Groups - Why & How
- Find Out All You Can About Your Customers/Competitors
6. Case Examples