More guerrilla marketing research
Subtitle: asking the right people, the right questions, the right way, and effectively using the answers to make more money
By: Robert J. Kaden, Gerald Linda, Jay Conrad Levinson.
Contributors: Linda, Gerald.; Levinson, Jay Conrad.
Publisher: Kogan Page Limited
Published: 2009
Place of publication: Philadelphia
Language: eng
ISBN-13: 9780749455477
Subjects: Marketing research; Small business -- Management; Success in business
Notes: Includes index.
Table of contents: title: Marketing research; title: why should you care?; title: Setting research goals and objectives; title: What guerrillas can learn from large-company research; title: How to get started; title: How to set a research budget; title: Using research professionals; title: How much research should you do?; title: The research plan; title: Secondary research; title: Brainstorming and other ideation processes; title: Focus groups and qualitative research; title: Research into emotions; title: Surveys and quantitative research; title: How to conduct surveys; title: Writing questionnaires; title: Customer satisfaction research; title: Sampling; title: Organizing data; title: Statistical techniques; title: Telling the story : analyzing survey results; title: Putting results into action; title: The future of marketing research.