Basics of Marketing II: The Market Research Business

CIBC presents Entrepreneurship 101 - The Market Research Business

2008-01-16

Speaker: Chris Sullivan, Vice President, Finance & Operations, IDC

This presentation contains a brief introduction to market research firms, what they do and don't do, and how companies use them. We look at how market research is used in product planning, marketing, and working with business partners. We also talk about the differences between how small companies view and use market research compared to their larger brethren.

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ABOUT THE SPEAKER

Chris Sullivan is Vice-President, Finance and Operations at IDC Canada. In this role he oversees IDC Canada's financial planning, forecasting and reporting, in addition to helping steward IDC Canada's innovative Market Acceleration Program (MAP). When he joined IDC Canada in 1999, Mr. Sullivan was Director of Workshop Programs for IDC's Global Software Business Strategies group, and specialized in the application of channels and alliances research to technology vendors' business processes.

Prior to joining IDC Mr. Sullivan was manager of the Enterprise Products Group at Compaq Canada, where he also help marketing and business operations positions. He earned a bachelor of Arts degree, majoring in economics, from the University of Western Ontario. Mr. Sullivan is based at IDC's Toronto office.

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Presentation - "The Market Research Business"

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