Book
More guerrilla marketing research : asking the right people, the right questions, the right way and effectively using the answers to make more money / Robert J. Kaden, Gerald Linda and Jay Conrad Levinson.
Record details
- ISBN: 9780749455477
- Physical Description: xviii, 349 p.
- Publisher: London ; Kogan Page Limited, c2009.
Content descriptions
| Bibliography, etc. Note: | Includes bibliographical references and index. |
Search for related items by subject
| Subject: | Marketing research. Small business > Management. Success in business. |
- Book News
Written for business owners, managers, entrepreneurs, and students, this follow-up volume to Guerrilla Marketing Research, which focused on primary research, explains primary as well as secondary marketing research and how small and medium-sized companies can use it to improve their company and generate new business. The authors describe how to conduct secondary research, focus groups, surveys, qualitative and quantitative research, research into emotions, and customer satisfaction research, as well as set a research budget, write questionnaires, sample and organize data, use statistical techniques, and put results into action. Kaden, the author of Guerrilla Marketing Research, is associated with a marketing research firm. Linda is associated with a marketing consulting firm that provides marketing strategy, planning, and research services, and Levinson is the author of the Guerrilla Marketing series and other business books. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com) - Ingram Publishing Services
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 a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.
- Ingram Publishing Services
More Guerrilla Marketing Research will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques. The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research. It 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 a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.
Reviews of the first edition:
“[A] great addition to the ‘guerrilla marketing’ books designed to give practical advice to smaller and medium-sized businesses. – Choice
“In simple, layman’s terms, outlines successful strategies that even the smallest businesses can implement.” – Kirkus Reviews“[A] practical guide for the nonprofessional researcher.” – Journal of Economic Literature“[A] very good primer on the subject.” – Library Journal
- Perseus Publishing
More Guerrilla Marketing Research will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques. The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research.  It 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 a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.
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Reviews of the first edition:
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â[A] great addition to the âguerrilla marketingâ books designed to give practical advice to smaller and medium-sized businesses. â Choice
âIn simple, laymanâs terms, outlines successful strategies that even the smallest businesses can implement.â â Kirkus ReviewsÂâ[A] practical guide for the nonprofessional researcher.â â Journal of Economic LiteratureÂâ[A] very good primer on the subject.â â Library Journal
