Here is a practical guide to marketing research which is aimed specifically at the small business operating on a limited budget. The authors describe the function of marketing research, how to go about it, where to look, the questions to ask and how to analyze and use the data. The book provides a useful and informative guide for small businessmen and women who wish to understand the fundamentals of marketing research techniques. This extensively revised and updated edition includes a chapter on new techniques, up-to-date case material concentrating on Consumer and Service Markets and a review of international variations with an emphasis on the USA. The volume will be of benefit to researchers and practitioners in small businesses, as well as those in marketing and market research.
Setting the scene; information collection - research from the desk; - where to go; international marketing research; where to go for information on overseas markets - British Overseas Trade Board, Technical Help to Exporters (THE), the "Financial Times" Business Information Service, the London World Trade Centre, the US National Technical Information Service (NTIS); research from the field; sampling methods - who to survey; who is responsible?; the questionnaire; research in action - case studies.