Guerrilla Marketing Research

Marketing Research Techniques That Can Help Any Business Make More Money

Robert J. Kaden

256 pages, parution le 03/04/2006

Ajouter à une liste

Indisponible

Résumé

Guerrilla Marketing Research simplifies and clarifies the many misconceptions about market research and its benefits, and shows how small companies can use marketing research to improve their current business as well as generate new business.

In a clear, jargon-free style, it destroys the myth that only big companies can afford marketing research and explains why small- and medium-sized businesses can benefit from conducting focus groups and surveys - and how they can do it for far less than they think.

Compelling and easy to read, Guerrilla Marketing Research will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager or entrepreneur of the value of marketing research.

This practical, hands-on guide shows how to:

conduct custom-designed primary research the way the professionals do - for far less than the cost of outside research suppliers;
conduct focus groups and surveys to establish the key motivations and messages;
know your existing customers better and avoid lost sales;
turn prospects into new customers.

Sommaire

Customer attitudes - should you even care?
Asking the right questions
How the big guys do it - large-company research
How to get started
How much does research cost?
Using research professionals
How much research should you do?
The research plan
Focus groups
Brainstorming and other ideation processes
Surveys
Writing questionnaires
Sampling
How to conduct surveys
Organizing data
Statistical techniques
Telling the story - analyzing survey results
Putting results into action

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Robert J. Kaden
Parution	03/04/2006
Nb. de pages	256
Format	16 x 24
Couverture	Relié
Poids	572g
Intérieur	Noir et Blanc
EAN13	9780749445744
ISBN13	978-0-7494-4574-4