Synopses & Reviews
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.
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 attitudesshould 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
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
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 storyanalyzing 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