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" MORE guerrilla marketing research : "
Robert J. Kaden, Gerald Linda and Jay Conrad Levinson.
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BL
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| Record Number
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1028760
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| Doc. No
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b783130
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| Main Entry
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Kaden, Robert J.
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| Title & Author
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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 /\ Robert J. Kaden, Gerald Linda and Jay Conrad Levinson.
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| Publication Statement
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London ;Philadelphia :: Kogan Page Ltd.,, 2009.
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| Page. NO
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1 online resource (xviii, 349 pages) :: illustrations
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| ISBN
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0749455470
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: 0749458461
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: 6612311339
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: 9780749455477
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: 9780749458461
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: 9786612311338
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| Notes
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Includes index.
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| Contents
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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.
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| Abstract
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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. 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.
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| Subject
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Marketing research.
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Small business-- Management.
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Success in business.
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BUSINESS ECONOMICS-- Marketing-- Research.
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Erfolgsfaktor.
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Klein- und Mittelbetrieb.
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Management.
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Marketing research.
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Marketingforschung.
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Small business-- Management.
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Success in business.
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.2.K245 2009eb
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| NLM classification
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85.40bcl
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| Added Entry
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Levinson, Jay Conrad.
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Linda, Gerald.
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