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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

Overview

More Guerrilla Marketing Research will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques.  The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research.  It focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys, and how they can do it.  More Guerrilla Marketing Research includes new and updated material on setting research goals 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 will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques.  The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research.  It focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys, and how they can do it.  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.

Reviews of the first edition:

“[A] great addition to the ‘guerrilla marketing’ books designed to give practical advice to smaller and medium-sized businesses. – Choice

“In simple, layman’s terms, outlines successful strategies that even the smallest businesses can implement.” – Kirkus Reviews
 

“[A] practical guide for the nonprofessional researcher.” – Journal of Economic Literature
 

“[A] very good primer on the subject.” – Library Journal

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Editorial Reviews

From the Publisher
"The authors bring their many years of research experience to their presentation, thus providing practical insights as well as a hands-on guide to marketing research." — Choice
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Product Details

  • ISBN-13: 9780749455477
  • Publisher: Kogan Page, Ltd.
  • Publication date: 10/28/2009
  • Pages: 368
  • Product dimensions: 6.40 (w) x 9.50 (h) x 2.30 (d)

Meet the Author

Robert J. Kaden runs his own market research company, The Kaden Company. He lectures widely and writes regularly for the business press. He is author of Guerrilla Marketing Research.

Gerald Linda established the marketing consulting firm Gerald Linda & Associates.

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. He also conducts guerrilla marketing training programs, hosts the very popular Internet website, www.gmarketing.com, and formed The Guerrilla Marketing Association.

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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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