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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

Author: Robert J Kaden; Gerald Linda; Jay Conrad Levinson
Publisher: London ; Philadelphia : Kogan Page Ltd., 2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kaden, Robert J.
MORE guerrilla marketing research.
London ; Philadelphia : Kogan Page Limited, 2009
(DLC) 2009017052
(OCoLC)318874772
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Robert J Kaden; Gerald Linda; Jay Conrad Levinson
ISBN: 9780749458461 0749458461 9780749455477 0749455470
OCLC Number: 496121161
Notes: Includes index.
Description: 1 online resource (xviii, 349 pages) : illustrations
Contents: 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.
Responsibility: Robert J. Kaden, Gerald Linda and Jay Conrad Levinson.

Abstract:

More Guerrilla Marketing Research explains how to use market research as a tool for more effectively developing marketing, sales promotion and new product endeavours. It illustrates how big companies  Read more...

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""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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