Make, buy, or sell? Answering the toughest question,‘should we pursue this new project or product', there is no doubt that Marketing Research is the marketing strategist’s and technologist’s tool to reduce uncertainty.

Inter-Tel Technologies, Inc., A Mitel Company will host the January 22nd event. You are invited to learn about the intriguing field of Marketing Research, appealing to women and men alike, and learn how focus groups are conducted. Guests are always welcome.

Often companies will attempt a new product introduction with minimal information and hope to achieve success, only to experience consequences pointing to insufficient market data. Further, companies today staffing a Marketing Research department, or outsourcing this function to Internet savvy business intelligence companies will be faced with uncertainty until valid Marketing Research is defined.

The evening will begin with a brief overview of the field of Marketing Research and the career choices of those who entered the field, namely Anita Kaplan, Qualitative Market Researcher for over 20 years. She will talk about the relevance to the technology field and how Marketing Research is used to solve strategic business decisions.

To share her qualitative research methods, Anita Kaplan will stage a live Focus Group with participants from the audience. This exercise will focus on the most pressing marketing problems faced within the participants’ respective organizations. She will be joined by a panel of speakers from Kaplan MRD: Arthur Kaplan, President, and Steve Marlow, Sr. Vice President.

Following this exercise, the panel of speakers will conduct the second part of the discussion on pursuing quantitative research alternatives, designed to provide the information necessary to respond to these business challenges. The evening’s presentation will allow time for answering questions and discussing your specific marketing research issues.