More guerrilla marketing research : asking the right people, the right questions , the right way and effectively using the answers to make more money / by Robert J. Kaden, Gerald Linda and Jay Conrad Levinson.
Material type:
- 9780749460723
- HF 5415.2 .K33 2010
Item type | Current library | Call number | Status | Barcode | |
---|---|---|---|---|---|
Open Shelf | Albukhary International University LEVEL 2 | HF 5415.2 .K33 2010 (Browse shelf(Opens below)) | Available | 1100023323 |
Includes index.
This follow-up title to Guerrilla Marketing Research, simplifies the benefits and clarifies the many misconceptions about market research, and shows how small companies can use marketing research to improve their current business as well as generate new business.
Marketing research - why should you care? --
Setting research goals and objectives --
What guerrillas can learn from large-company research --
How to get started --
How to set a research budget --
Using research professionals --
How much research should you do? --
The research plan --
Secondary research --
Brainstorming and other ideation processes --
Focus groups and qualitative research --
Research into emotions --
Surveys and quantitative research --
How to conduct surveys --
Writing questionnaires --
Customer satisfaction research --
Sampling --
Organizing data --
Statistical techniques --
Telling the story : analyzing survey results --
Putting results into action --
The future of marketing research.
More Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. The new book focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys - and how they can do it, by asking the right questions, the right way, and effectively using the answers to make more money. Authored by Robert J.Kaden, Gerald Linda and Jay Conrad Levinson, More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.
This compelling book 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 benefit the most sceptical business owner, manager or entrepreneur.
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