Kogan Page Ltd
|Number of Pages
Guerrilla Marketing Research simplifies and clarifies the many misconceptions about market research and its benefits, 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 destroys 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 for far less than they think. Compelling and easy to read, Guerrilla Marketing Research will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques.
About The Author
Robert J Kaden has been in marketing research his entire career. He worked in the research departments of various advertising agencies before founding and growing one of Chicago's premier marketing research companies, Gold ring and Company. In 1989, after 17 years, he sold the company to a UK research conglomerate. In 1992, he started The Kaden Company and continues today to serve his marketing research clients.
Table of Contents
Customer attitudes- should you even care?
Asking the right questions
How the big guys do it- large-company research
How to get started
How much does research cost?
Using research professionals
How much research should you do?
The research plan
Brainstorming and other ideation processes
How to conduct surveys
Telling the story - analyzing survey results
Putting results into action