Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money


Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market ...

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Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market research. They think they know the needs of their customers better than the customers themselves. Frequently, they feel that marketing research is too expensive, complex or just won't provide new answers. Guerrilla Marketing Research extends the well-known Guerrilla Marketing franchise to explain how to use marketing research as a tool for more effectively developing marketing, sales promotion or new product. It illustrates how big companies use market research to make money and how small companies can do the same at a fraction of the cost. It destroys the myth that only big companies can afford marketing research and makes clear to small and mid-size companies and entrepreneurs, and even larger businesses without an in-house research function, how marketing research can add to their bottom line.

Kaden extends the well-known Guerrilla Marketing franchise to show small companies how to use marketing research as an economical tool for growing their business.

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Editorial Reviews

Library Journal
Kaden (DMA Market Research Council) follows in the footsteps of Jay Conrad Levenson, whose Guerrilla Marketing books essentially give aspiring marketers with small budgets the wherewithal to market their products or services at a grass-roots level. He also aims to give entrepreneurs and those running small businesses the means to manage their own research initiatives, just as big companies do. A number of books touch upon the subject, such as Ruth MacNeil's Business-to-Business Market Research, the Harvard Business School's Marketers Toolkit, and Paul Omerod's Why Most Things Fail. All of these books cover much the same ground but don't look at containing costs on market research. Kaden's book does not go nearly as far as it could to describe grass-roots tools, especially much less expensive web-based research or existing research reports that can be bought off-the-shelf. Still, it's a very good primer on the subject, providing a decent overview of what is most important in market research in straightforward language that nonmarketers can understand. Small collections on marketing should include at least one book that touches upon market research, and this one would be a good choice.-Stephen Turner, San Francisco, CA Copyright 2006 Reed Business Information.
Soundview Executive Book Summaries
Bob Kaden has made a career out of performing marketing research. In Guerrilla Marketing Research, he lays bare the reality behind the promises of marketing research. After a rich discussion of the benefits of research for small- and medium-sized businesses, Kaden shows company owners how to improve business with low-cost internal marketing research methods, such as custom-designed focus groups and surveys. While digging into the details of organizing data and analyzing survey results, he also offers the best ways to put results into action. Copyright © 2006 Soundview Executive Book Summaries
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Product Details

  • ISBN-13: 9780749450892
  • Publisher: Kogan Page, Ltd.
  • Publication date: 9/1/2007
  • Edition description: New
  • Pages: 232
  • Product dimensions: 6.36 (w) x 8.92 (h) x 0.64 (d)

Meet the Author

Robert J. Kaden has spent his career in market research. In 1992, he formed his own company, The Kaden Company. He is very active on the international speaking circuit, lectures widely, and writes regularly for the business press.

Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 58 other business books. His books have sold more than 20 million copies worldwide and have been translated into 60 languages. Jay also conducts guerrilla marketing training programs, hosts the very popular Internet website,, and formed The Guerrilla Marketing Association.

Robert J. Kaden runs his own market research company, The Kaden Company. He lectures widely and writes regularly for the business press.

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Table of Contents

1 Customer attitudes—should you even care?                                             

What does listening to consumers really mean?; Do customers really tell you the truth?; Will I really learn anything I don’t already know?; Does research work for all types of businesses?


2 Asking the right questions                                                                       

Where are your greatest opportunities for making more money?; Understanding the needs of your customer; Putting research questions into research objectives; Defining research objectives further; What actions might you take?; Defining your actions; Exploratory research


3 How the big guys do it— large-company research                                     

Strategic versus tactical research; Setting research priorities; What kinds of studies do large companies conduct?; Test market research; Developing new products


4 How to get started                                                                                   

Understanding current or potential opportunities; Knowing what questions to ask; Attitudes versus behavior; Determining the best research approach from the options available; Which comes first?; Determining whether the product meets customer expectations; Tracking customer satisfaction; Is your message being heard?; Generating more business from current customers; Taking customers away from the competition; Increasing the size of the market


5 How much does research cost?                                                                

Determining a meaningful research budget; Coming to grips with a budget; What business are you in?


6 Using research professionals                                                         

How to judge credentials?; Are research suppliers or consultants really all that necessary?; Understanding supplier pricing; Costing a project; Do all research suppliers price their projects the same way?; How much will a moderator make on a focus group project?; Saving money on focus group studies; How much will a supplier make on a telephone survey?; Saving money on your survey; Are research suppliers worth what they charge?; Getting what you’re paying for; Being a good client


7 How much research should you do?                                                         

A little can go a long way; As much as ego allows; More than your competition; Focus on the largest competitor; Focus on small competitors next; How much research, really; When you run out of questions


8 The research plan                                                                                   

The overall objective; Specific objectives; Target market respondents


9 Focus groups                                                                                 

What are they really?; Setting focus group objectives and a discussion guide; What should I expect from focus groups?; Setting up focus groups; Focus group facilities; Facility costs; Focus group screeners; How to be an effective focus group moderator; The warm-up; Always call on people by name; Listen intently; Probing; Knowing when to change subjects; Following the discussion guide; Group exercises; Pre-group homework; Building from one group to another; Recall respondents; Using the results of focus groups; Types of qualitative research; Creative consumers


10 Brainstorming and other ideation processes                                          


11 Surveys                                                                                        

Types of surveys; Strategic study objectives; Determining your target respondents


12 Writing questionnaires                                                                          

Types of questions; Questionnaires for telephone and personal interviewing; The cooperation phase; The qualification phase; The main body of the questionnaire phase; The demographic phase; The thank-you phase


13 Sampling                                                                                               

Sampling and error range; Determining sample size; Theoretical versus practical; Representative sampling; Approaching respondents


14 How to conduct surveys                                                                         

Telephone interviewing; Mail surveys; In-person interviewing; The internet; Panels


15 Organizing data                                                                                    

Cross-tab plan; Banner point and stub; Tab plan example


16 Statistical techniques                                                                           

Significance tests; Regression analysis; TURF analysis; Cluster analysis; Other statistical techniques; Figures don’t lie, liars figure


17 Telling the story—analyzing survey results                                             

The Zen of data; Beyond the first blush; Analyzing string questions; Importance versus agreement; GAP analysis; The dependent variable; Going beyond cross-tabs; Analytic satisfaction; Writing a report


18 Putting results into action                                                           

Land mines; Try the bonus system; A final word


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  • Anonymous

    Posted March 3, 2008

    Great Book For Learning About Marketing Research

    I am an instructor at a major university in southern California. I use this book to help me teach practical marketing research. It is concise, well written and complete. My students feel as though they have learned about each topic without being overwhelmed with technical jargon and complicated statistical techniques. I highly recommend this book for those seeking to learn practical knowledge about marketing research.

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