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Reviews: "The authors have crafted a masterpiece that should be carefully digested by new and seasoned marketing executives alike. Through interweaving numerous examples of when and where marketing research is appropriate, this book will sharpen your thinking about the important role marketing research should serve in your organization. Highly recommended"
James Leigh, Texas A & M University
Co-Editor, Journal of Current Issues and Research in Advertising
Description: MORE Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing Research simplifies the benefits & clarifies the many misconceptions about market research, and shows how small companies can use marketing research to improve their current business as well as generate new business.
In a clear, jargon free style, it debunks the myth that only big companies can afford marketing research and explains why small- and medium-sized businesses can benefit from conducting focus groups and surveys “ and how they can do it asking the right questions, the right way, and effectively using the answers to make more money.
Compelling and easy to read, this practical, hands-on guide shows how to:
· Conduct custome-designed primary research “ for far less than the cost of outside research suppliers;
· Conduct focus groups and surveys to establish the key motivations and messages;
· Know your existing customers better and avoid lost sales;
· Turn prospects into new customers
MORE Guerrilla Marketing Research also includes new and updated material on setting research goals and budgets, secondary research, qualitative research, customer satisfaction research, and research into emotions. This outstanding title is essential reading for business owners, managers, entrepreneurs and students of marketing research.
Contents:
Introduction ¢ Marketing research - why should you care? ¢ What does listening to consumers really mean? ¢ Do customers really tell you the truth? ¢ What if consumers say one thing and do another? ¢ Will I really learn anything I don`t already know? ¢ Insights ¢ Does research work for all types of businesses? ¢ Digging deeper ¢ Setting research goals and objectives ¢ Where are your greatest opportunities for making more money ¢ Understanding the needs of your customers and prospects ¢ Turning research questions into research goals and objectives ¢ Refining research goals and objectives ¢ What actions might you take? ¢ Digging deeper ¢ What Guerrillas can learn from large-company research ¢ Strategic vs tactical research ¢ Which comes first - a strategic or tactical study? ¢ What kinds of studies do large companies conduct? ¢ Test market research ¢ Developing new products ¢ Conclusion ¢ How to get started ¢ Understanding current and potential opportunities ¢ Knowing what questions to ask - revisited ¢ Attitudes vs behavior ¢ Determining the best research approach from the options available ¢ Which comes first? ¢ Determining whether the product meets customer expectations ¢ Generating more business from current customers ¢ Taking customers away from the competition ¢ Increasing the size of the market ¢ How to set a research budget ¢ Determining a meaningful research budget ¢ Coming to grips with a budget ¢ What business are you in? ¢ Digging deeper ¢ Using research professionals ¢ Should Guerrillas try DIY research? Maybe! ¢ How to judge credentials ¢ Are research suppliers or consultants really all that necessary? ¢ Understanding supplier pricing ¢ Costing a project ¢ Are research suppliers worth what they charge? ¢ Being a good client ¢ How much research should you do? ¢ A little can go a long way ¢ Research can have a long shelf life ¢ How to maximize the return on research ¢ So how much research should you do? ¢ How much research, really? ¢ The research plan ¢ what is a research plan? ¢ Developing your plan ¢ The overall goal ¢ Specific objectives ¢ Target market respondents ¢ A final word ¢ Secondary research ¢ What is secondary information? ¢ The attractiveness of secondary information ¢ Common valuable sources of secondary information ¢ Which comes first - primary or secondary research? ¢ Brainstorming and other ideation processes ¢ Conducting a brainstorming session ¢ Other ideation processes ¢ Focus groups and qualitative research ¢ What are they really? ¢ Can focus groups alone provide the basis for a marketing decision? ¢ Focus groups and brainstorming ¢ Setting up focus groups ¢ How to be an effective focus group moderator ¢ Group exercises ¢ Pre-group homework ¢ Building from one group to another ¢ Recall respondents ¢ Types of qualitative research ¢ "Qualiquant" ¢ Creative consumers ¢ Digging deeper ¢ Research into emotions ¢ A little more history ¢ Evoking emotions in marketing ¢ The researcher`s dilemma ¢ Where are we today? ¢ It`s not all or nothing ¢ Where to go next ¢ Digging deeper ¢ Surveys and quantitative research ¢ Types of surveys ¢ Strategic study goals and objectives ¢ Determining your target respondents ¢ Types of surveys ¢ The internet ¢ Telephone interviewing ¢ Mail surveys ¢ In-person interviewing ¢ Panels ¢ Digging deeper ¢ Writing questionnaires ¢ Types of questions ¢ Questionnaires for telephone and personal interviewing: The cooperation phase ¢ The respondent qualification phase ¢ The main body phase ¢ The demographic phase ¢ The thank you phase ¢ Customer satisfaction research ¢ Approaches to assessing customer satisfaction ¢ Why customer satisfaction measures are important ¢ How often is enough? ¢ The cost factor ¢ Defining customer satisfaction research ¢ Measuring customer satisfaction ¢ Importance of performance variables ¢ Net promoter score ¢ Digging deeper ¢ Sampling ¢ Sampling, error range and making predictions ¢ Determining sample size ¢ Achieving good response rates ¢ Sampling guidelines ¢ Sources of samples ¢ Organizing data ¢ Cross-tab plan ¢ Banner points and stub ¢ Tab plan example ¢ Statistical techniques ¢ Significance tests ¢ A word about determining sample sizes ¢ Regression analysis ¢ TURF analysis ¢ Factor analysis ¢ Cluster analysis ¢ Other statistical techniques ¢ Keep your wits about you ¢ Telling the story: analyzing survey results ¢ The Zen of data ¢ Using controls and comparisons to analyze survey results ¢ Beyond the first blush ¢ Going beyond cross-tabs ¢ Writing the report ¢ Putting results into action ¢ Communicating results and actions ¢ Champion the process ¢ Review the research three months later ¢ Periodically review the research ¢ Land mines ¢ Try the bonus system ¢ A culture for change ¢ A final word ¢ The future of marketing research ¢ The challenge ¢ Predictions ¢ Glossary of Terms ¢ Index
About the Authors: Bob Kaden is the author of Guerrilla Marketing Research (also published by Kogan Page) and president of The Kaden Company, a marketing research firm.
Gerald Linda is president of the marketing consulting firm, Gerald Linda & Associates. The firm provides marketing strategy, planning & research services.
Jay Conrad Levinson is the author of the best-selling marketing series in history “ "Guerrilla Marketing" plus 58 other business books.
Target Audience: Marketing Professionals, Academics & students of Management
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749460723
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Pages : 368
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