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Guerrilla Marketing Research : Marketing Research Techniques That Can Help Any Business Make More Money (08 Edition)

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Guerrilla Marketing Research : Marketing Research Techniques That Can Help Any Business Make More Money (08 Edition) Cover

 

Synopses & Reviews

Publisher Comments:

Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the Guerrilla Marketing series of books focuses on why small and medium-sized businesses can benefit from conducting focus groups and surveys — and how they can do it for far less money than they think. This compelling book takes readers on a journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will benefit even the most skeptical business owner, manager, or entrepreneur.

Book News Annotation:

In a paperback reprint of the 2006 hardback, Kaden, a marketing research consultant, clarifies misconceptions about market research and shows how all companies can use marketing research to improve their current business and generate new business. He explains the ways in which small and medium-sized businesses can benefit from conducting focus groups and surveys, and shows how they can do it for less than the cost of outside research suppliers. The book is distributed in the US by Ingram Publisher Services. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the best-selling Guerrilla Marketing series focuses on why small and medium-sized businesses can benefit from conducting focus groups and surveys — and how they can do it for far less money than they think.
 
This compelling book takes readers on a journey through one of the most misunderstood and under-utilized marketing techniques.  In clear, jargon-free style, author Robert Kaden simplifies and clarifies the many misconceptions about market research and its benefits.  The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager, or entrepreneur of the value of marketing research.

About the Author

Robert J. Kaden worked in the research departments of various advertising agencies before founding and growing one of Chicago's premier marketing research companies, Coldring and Company.  In 1992 he started The Kaden Company and continues to serve his marketing research clients. He lives in Chicago.

Table of Contents

1 Customer attitudes—should you even care?                                             

What does listening to consumers really mean?; Do customers really tell you the truth?; Will I really learn anything I dont already know?; Does research work for all types of businesses?

 

2 Asking the right questions                                                                       

Where are your greatest opportunities for making more money?; Understanding the needs of your customer; Putting research questions into research objectives; Defining research objectives further; What actions might you take?; Defining your actions; Exploratory research

 

3 How the big guys do it— large-company research                                     

Strategic versus tactical research; Setting research priorities; What kinds of studies do large companies conduct?; Test market research; Developing new products

 

4 How to get started                                                                                   

Understanding current or potential opportunities; Knowing what questions to ask; Attitudes versus behavior; Determining the best research approach from the options available; Which comes first?; Determining whether the product meets customer expectations; Tracking customer satisfaction; Is your message being heard?; Generating more business from current customers; Taking customers away from the competition; Increasing the size of the market

 

5 How much does research cost?                                                                

Determining a meaningful research budget; Coming to grips with a budget; What business are you in?

 

6 Using research professionals                                                         

How to judge credentials?; Are research suppliers or consultants really all that necessary?; Understanding supplier pricing; Costing a project; Do all research suppliers price their projects the same way?; How much will a moderator make on a focus group project?; Saving money on focus group studies; How much will a supplier make on a telephone survey?; Saving money on your survey; Are research suppliers worth what they charge?; Getting what youre paying for; Being a good client

 

7 How much research should you do?                                                         

A little can go a long way; As much as ego allows; More than your competition; Focus on the largest competitor; Focus on small competitors next; How much research, really; When you run out of questions

 

8 The research plan                                                                                   

The overall objective; Specific objectives; Target market respondents

 

9 Focus groups                                                                                 

What are they really?; Setting focus group objectives and a discussion guide; What should I expect from focus groups?; Setting up focus groups; Focus group facilities; Facility costs; Focus group screeners; How to be an effective focus group moderator; The warm-up; Always call on people by name; Listen intently; Probing; Knowing when to change subjects; Following the discussion guide; Group exercises; Pre-group homework; Building from one group to another; Recall respondents; Using the results of focus groups; Types of qualitative research; Creative consumers

 

10 Brainstorming and other ideation processes                                          

 

11 Surveys                                                                                        

Types of surveys; Strategic study objectives; Determining your target respondents

 

12 Writing questionnaires                                                                          

Types of questions; Questionnaires for telephone and personal interviewing; The cooperation phase; The qualification phase; The main body of the questionnaire phase; The demographic phase; The thank-you phase

 

13 Sampling                                                                                               

Sampling and error range; Determining sample size; Theoretical versus practical; Representative sampling; Approaching respondents

 

14 How to conduct surveys                                                                         

Telephone interviewing; Mail surveys; In-person interviewing; The internet; Panels

 

15 Organizing data                                                                                    

Cross-tab plan; Banner point and stub; Tab plan example

 

16 Statistical techniques                                                                           

Significance tests; Regression analysis; TURF analysis; Cluster analysis; Other statistical techniques; Figures dont lie, liars figure

 

17 Telling the story—analyzing survey results                                             

The Zen of data; Beyond the first blush; Analyzing string questions; Importance versus agreement; GAP analysis; The dependent variable; Going beyond cross-tabs; Analytic satisfaction; Writing a report

 

18 Putting results into action                                                           

Land mines; Try the bonus system; A final word

 

Product Details

ISBN:
9780749450892
Subtitle:
Marketing Research Techniques That Can Help Any Business Make More Money
Author:
Kaden, Robert J.
Foreword:
Levinson, Jay Conrad
Author:
Levinson, Jay Conrad
Author:
Kaden Robert J.
Author:
Conrad Levinson, Jay
Author:
Jay Conrad Levinson
Author:
Robert J., Kaden
Publisher:
Kogan Page
Subject:
Marketing - Research
Subject:
Management
Subject:
Small Business
Subject:
Small business -- Management.
Subject:
Business;Marketing
Edition Description:
Print PDF
Publication Date:
20070901
Binding:
Paperback
Language:
English
Pages:
256
Dimensions:
8.92x6.36x.64 in. .92 lbs.

Related Subjects

Business » Marketing

Guerrilla Marketing Research : Marketing Research Techniques That Can Help Any Business Make More Money (08 Edition) New Trade Paper
0 stars - 0 reviews
$19.95 In Stock
Product details 256 pages Kogan Page - English 9780749450892 Reviews:
"Synopsis" by ,
Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the best-selling Guerrilla Marketing series focuses on why small and medium-sized businesses can benefit from conducting focus groups and surveys — and how they can do it for far less money than they think.
 
This compelling book takes readers on a journey through one of the most misunderstood and under-utilized marketing techniques.  In clear, jargon-free style, author Robert Kaden simplifies and clarifies the many misconceptions about market research and its benefits.  The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager, or entrepreneur of the value of marketing research.
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