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基本説明
New in paperback. Hardcover was published in 2006. Focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys - and how they can do it for far less money than they think.
Full Description
Not only is marketing research well within the budget of any company, it's also a resource you can ill afford to ignore. Guerrilla Marketing Research shows how your business, whatever it's size, can benefit from conducting focus groups and surveys - and reveals how to do it for far less money than you think.Illustrated with examples taken from companies of all shapes and sizes, this practical and compelling book takes you on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques. Going through all the various methods of research available, Guerrilla Marketing Research also puts you on the right track to analysing and acting on the results. Indeed, the author's tried and tested techniques will benefit the most sceptical business owner, manager or entrepreneur.
Contents
0001: Customer attitudes - should you even care?;02: Asking the right questions;03: How the big guys do it - large-company research;04: How to get started;05: How much does research cost?;06: Using research professionals;07: How much research should you do?;08: The research plan;09: Focus groups;10: Brainstorming and other ideation processes;11: Surveys;12: Writing questionnaires;13: Sampling;14: How to conduct surveys;15: Organizing data;16: Statistical techniques;17: Telling the story - analyzing survey results;18: Putting results into action
