Guerilla marketing research : marketing research techniques that can help any business make more money (Book, 2008) [WorldCat.org]
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Guerilla marketing research : marketing research techniques that can help any business make more money

Author: Robert J Kaden; Jay Conrad Levinson
Publisher: London : Kogan Page, 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

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 use  Read more...

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Document Type: Book
All Authors / Contributors: Robert J Kaden; Jay Conrad Levinson
ISBN: 9780749450892 0749450894
OCLC Number: 895354489
Notes: VBUSIN.
Description: XIV, 232 p. : tab. ; 23 cm.
Contents: Chapter - 00: Introduction;Chapter - 01: Customer attitudes - should you even care?;Chapter - 02: Asking the right questions;Chapter - 03: How the big guys do it - large-company research;Chapter - 04: How to get started;Chapter - 05: How much does research cost?;Chapter - 06: Using research professionals;Chapter - 07: How much research should you do?;Chapter - 08: The research plan;Chapter - 09: Focus groups;Chapter - 10: Brainstorming and other ideation processes;Chapter - 11: Surveys;Chapter - 12: Writing questionnaires;Chapter - 13: Sampling;Chapter - 14: How to conduct surveys;Chapter - 15: Organizing data;Chapter - 16: Statistical techniques;Chapter - 17: Telling the story - analyzing survey results;Chapter - 18: Putting results into action
Responsibility: Robert J. Kaden ; foreword by Jay Conrad Levinson.

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"outlines a strategy that replaces big money with a canny approach, limited funding and sheer determination." call centre focus magazine "in simple, layman's terms, outlines successful Read more...

 
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