Presented by Kapil Bawa, Professor of Marketing

Businesses large and small can reap substantial benefit from market research; however, small businesses, especially new ventures, may assume that they lack the resources to conduct meaningful market research. This is far from the truth. As you will learn in this workshop, we will discuss a range of research techniques that are free or relatively inexpensive that can generate valuable insights into the market and into the minds of consumers. Participants should be prepared to discuss which of the techniques would be most feasible and useful for their industry or company of interest.