2006 marketing workshops
the business of the arts

Workshop Details

Know & Grow Your Audience: Market Research Basics (C)

Market Research—you've heard the term, you know you should do it. But how do you determine the best method of gathering audience and visitor information based on your situation? How do you plan and design it? And once you do have the information, how can you use it to build your audience?

Covering the basics of market research, this workshop will assist you in answering all of these questions and then some. Participants will learn: how to differentiate between qualitative and quantitative research, and when each type is appropriate; how to conduct research on a limited non-profit budget; and, how to interpret the data gathered and apply it to marketing decision making. The applicability of telephone, mail, and web-based surveys will also be reviewed.

Whether it's audience surveys or focus groups, or even just observational research, participants will leave this workshop able to use market research in their own organizations.