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MORE Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing Research simplifies the benefits & clarifies the many misconceptions about market research, and shows how small companies can use marketing research to improve their current business as well as generate new business. In a clear, jargon free style, it debunks the myth that only big companies can afford marketing research and explains why small- and medium-sized businesses can benefit from conducting focus groups and surveys ? and how they can do it asking the right questions, the right way, and effectively using the answers to make more money. Compelling and easy to read, this practical, hands-on guide shows how to: Conduct custome-designed primary research ? for far less than the cost of outside research suppliers; Conduct focus groups and surveys to establish the key motivations and messages; Know your existing customers better and avoid lost sales; Turn prospects into new customers MORE Guerrilla Marketing Research also includes new and updated material on setting research goals and budgets, secondary research, qualitative research, customer satisfaction research, and research into emotions. This outstanding title is essential reading for business owners, managers, entrepreneurs and students of marketing research. Contents: Introduction ? Marketing research - why should you care? ? What does listening to consumers really mean? ? Do customers really tell you the truth? ? What if consumers say one thing and do another? ? Will I really learn anything I don?t already know? ? Insights ? Does research work for all types of businesses? ? Digging deeper ? Setting research goals and objectives ? Where are your greatest opportunities for making more money ? Understanding the needs of your customers and prospects ? Turning research questions into research goals and objectives ? Refining research goals and objectives ? What actions might you take? ? Digging deeper ? What Guerrillas can learn from large-company research ? Strategic vs tactical research ? Which comes first - a strategic or tactical study? ? What kinds of studies do large companies conduct? ? Test market research ? Developing new products ? Conclusion ? How to get started ? Understanding current and potential opportunities ? Knowing what questions to ask - revisited ? Attitudes vs behavior ? Determining the best research approach from the options available ? Which comes first? ? Determining whether the product meets customer expectations ? Generating more business from current customers ? Taking customers away from the competition ? Increasing the size of the market ? How to set a research budget ? Determining a meaningful research budget ? Coming to grips with a budget ? What business are you in? ? Digging deeper ? Using research professionals ? Should Guerrillas try DIY research? Maybe! ? How to judge credentials ? Are research suppliers or consultants really all that necessary? ? Understanding supplier pricing ? Costing a project ? Are research suppliers worth what they charge? ? Being a good client ? How much research should you do? ? A little can go a long way ? Research can have a long shelf life ? How to maximize the return on research ? So how much research should you do? ? How much research, really? ? The research plan ? what is a research plan? ? Developing your plan ? The overall goal ? Specific objectives ? Target market respondents ? A final word ? Secondary research ? What is secondary information? ? The attractiveness of secondary information ? Common valuable sources of secondary information ? Which comes first - primary or secondary research? ? Brainstorming and other ideation processes ? Conducting a brainstorming session ? Other ideation processes ? Focus groups and qualitative research ? What are they really? ? Can focus groups alone pro Printed Pages: 365. Buchnummer des Verkäufers 55010
Titel: More Guerrilla Marketing Research
Verlag: Kogan Page Limited/Viva Books
Auflage: First edition.
Buchbeschreibung Kogan Page, 2009. Gebunden. leichte Lagerspuren, Originalschutzumschlag, Mängelstrich am Oberschnitt, innen absolut sauberes und unbenutztes Exemplar Englisch 800g. Artikel-Nr. 7617