1. Focus On Figures: The Use – And Misuse – Of Market Research Michael K. Norris Senior Analyst/Simba Information Editor/Book Publishing Report

2. Topics Of Interest How To Destroy Your Business By Misusing Market Research How To Use Market Research To Make Informed Decisions And Gain A Competitive Edge

3. Mistake No. 1 Not Using An Independent Source

4. Mistake No. 2: Seeking Out Only A Certain Finding

5. Ask Me No Questions… DONT ASK: Why Are Licensed Titles The Hottest Growth Area For Your Company? DO ASK: To What Extent Do You Publish Licensed Titles? How Does Your Licensed Book Program Compare To Last Year?

6. Mistake No. 3: Oversimplifying The Findings

7. Title Output By Category CategoryNew Title Output 2004 New Title Output 2003 % Change Biography/Autobiography5,8617,706-23.9% Business4,7825,399-11.4% Computers7,93310,329-23.1% Cooking3,1072,9365.8% Graphic Novels2,1661,68328.6% Religion/Inspirational11,65810,34312.7% Source: R.R. Bowkers Books In Print

8. Mistake No. 4: Not Putting Data Into A Historical Context

9. Est. Business Book Revenue (in millions, U.S.$) Source: Business Of Consumer Book Publishing, 2005

10. Est. Business Book Revenue (in millions, U.S.$) Source: Business Of Consumer Book Publishing, 2005

11. Mistake No. 5 Not Using Research To Balance Short-Term Strategies With Long-Term Growth Plans

12. Final Point… Research Should Guide Business Decisions, Not Make Them