Tom Hayes

Crystal Apple Winner
Contributor

Bio

Tom Hayes is Dean of the Williams College of Business at Xavier University in Cincinnati, where he has taught for the last 46 years. He has also previously served as Chair of the Department for a total of 18 years and as the Director of Institutional Advancement. He’s published two CASE books: University Marketing Mistakes: 50 Pitfalls to Avoid (co-authored with Roy Adler) and Marketing Colleges and Universities, A Services Perspective. A CASE Crystal Apple Award recipient, Hayes also won the 2009 Alice L. Beeman Award for outstanding research.

Related

Outsource thought cloud

Marketing Research: To Outsource or Not?

A marketer’s guide to collecting key audience insights in-house versus working with an external partner

Marketing research helps teams understand their audiences—after all, “you are not your customer.” It makes sense to outsource market research if you have a small team, if you need a large base of people to engage outside your constituents, or if you need qualitative insights. It makes sense to do market research in-house if you have an understanding of the marketplace, credibility internally, and access to the right tools.

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