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More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money [NOOK Book]

Overview

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 ...
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More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money

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Overview

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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Product Details

  • ISBN-13: 9780749458461
  • Publisher: Kogan Page, Ltd.
  • Publication date: 9/3/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 368
  • File size: 766 KB

Meet the Author

Robert J. Kaden has spent his entire career in market research. In 1992, he formed his own company, The Kaden Company, after founding, growing and eventually selling off the market research company Goldring & Co. He is very active on the international speaking circuit, lectures widely and writes regularly for the business press. He is author of Guerrilla Marketing Research.

Gerald Linda re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. He has written extensively and is a frequent speaker on the conference circuit.

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. His guerrilla concepts have influenced marketing so much that his books appear in 60 languages and are required reading in MBA programs worldwide. In addition to his many books, CDs, and DVDs, Jay conducts guerrilla marketing training programs, hosts the very popular Internet website, www.gmarketing.com, and formed The Guerrilla Marketing Association -- a marketing support system for small business.
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Table of Contents

1. Marketing research -- why should you care?
2. Setting research goals and objectives
3. What guerrillas can learn from large-company research
4. How to get started
5. How to set a research budget
6. Using research professionals
7. How much research should you do?
8. The research plan
9. Secondary research
10. Brainstorming and other ideation processes
11. Focus groups and qualitative research
12. Research into emotions
13. Surveys and quantitative research
14. How to conduct surveys
15. Writing questionnaires
16. Customer satisfaction research
17. Sampling
18. Organizing data
19. Statistical techniques
20. Telling the story: analyzing survey results
21. Putting results into action
22. The future of marketing research
Glossary of Terms
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