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.
|Publisher:||Kogan Page, Ltd.|
|Product dimensions:||6.36(w) x 8.92(h) x 0.64(d)|
About 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, www.gmarketing.com, 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.
Table of Contents
1 Customer attitudesshould 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
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
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 storyanalyzing 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