MARKET RESEARCH FOR EDUCATIONAL PUBLISHERS
Get your market research right and everything else will follow. Get it
wrong, and it's like starting down the wrong path in a maze - no matter
how well you do the rest of your marketing, you're always heading for a
dead end.
If you'd like to carry out more research, but don't know where to
start, or if you want to build on and refine an existing research
programme, this course is perfect for you.
Programme
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Why carry out market research?
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Gaining the competitive edge: how educational publishing has
evolved in recent years
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What matters in making a resource sell?
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What can we expect to find out from market research?
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Using research to support your decision-making
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Creating/contributing to a market-facing culture
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Finding your way in the market research maze:
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Different techniques/methods
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Pros and cons
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What sort of research will best suit us as publishers?
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What sort of response rate can we expect?
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How do we know we're reaching the right people?
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Avoiding the pitfalls of market research
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The MRS Code of Conduct - a quick guide
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Fitting market research into the day job
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The value of market wisdom over market knowledge
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How to research your market without ever leaving your desk
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Top 10 dos and don'ts for planning a school/college visit
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Questionnaire design guidelines
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Commissioning external market research
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How to avoid expensive mistakes
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Creating a lip-smacking resource proposal
Your tutorWith more than 20 years' experience in
educational publishing, Mary James founded innoved to provide research and
consultancy services to help publishers identify what it is that teachers
want to buy. As a Market Sleuth, she helps publishers become more
market-wise, make sensible publishing decisions and sell more to see their
market share grow. You can read an article on market research, written by
Mary, in the
News section of this web site.
Note that
most of our open courses can also be run as in company events.
