Market Research for Educational Publishers
Dates:
28 September 2010 (a one-day course)
Price:
£365+VAT (a number of discounts are available)
Note: Our rates will be changing in 2011. If you book before 31/12/2010 you will be charged the 2010 rate.
Venue:
The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels)
Book course online or phone +44 (0)20 8874 2718 for availability
"I really enjoyed it. I found it brilliant and have learned so much, and will apply this to my daily job. Everything was presented in a clear format and was applicable to my current role."
Folens delegate
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’re an educational publisher, this course deals with the very specific challenges you face and will help you produce books that teachers want to buy.
After the course you will know how to:
- find out which research techniques will work best for you
- recruit the participants you want to hear from
- put together market-focussed proposals.
If you would 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
- Why carry out market research?
- Gaining the competitive edge: how educational publishing has evolved in recent years
- The best market research techniques available to us
- Putting together a market research plan
-
Finding your way in the market research maze:
- Pros and cons
- Research best suited to us as publishers
- What sort of response rate can we expect?
- How do we know our evidence is statistically relevant?
- Avoiding the pitfalls of market research
- The MRS Code of Conduct – a quick guide
- Fitting market research into your day job
- How to research your market without ever leaving your desk
- Top 10 do’s and don’ts for planning a school or college visit
- Improving response rates through good questionnaire design
- Interviewing teachers: how to get the information you need
- Best practice in focus and discussion groups
- Commissioning external market research.
Who will benefit from this course?
Anyone who is responsible for managing a list of titles or for developing new concepts for the schools and college market, such as editors, commissioning editors and product developers.
Your tutor
With more than 20 years’ experience in educational publishing, Mary James founded the company 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 website.
Note that most of our short courses can also be run as in-company events.
Send details of this course to a colleague.
Dates: 28 September 2010
Price: £365+VAT (a number of discounts are available).
Market Research for Educational Publishers - provisional booking form
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