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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 /

Bibliographic Details
Main Author: Kaden, Robert J.
Other Authors: Linda, Gerald, Levinson, Jay Conrad
Format: Book
Language:English
Published: London ; Philadelphia : Kogan Page Limited, 2009.
Subjects:
Marketing research.
Small business > Management.
Success in business.
Table of 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.