More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money
| Author | : | |
| Rating | : | 4.55 (787 Votes) |
| Asin | : | 0749455470 |
| Format Type | : | paperback |
| Number of Pages | : | 341 Pages |
| Publish Date | : | 2017-09-07 |
| Language | : | English |
DESCRIPTION:
More Guerrilla Marketing Research will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques. The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research. It focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys, and how they can do it. More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research. Reviews of the first edition: “A great addition to the ‘guerrilla marketing’ books designed to give practical advice to smaller and medium-sized businesses. – Choice “In simple, layman’s terms, outlines successful strategies that even the smallest businesses can implement.” – Kirkus Reviews “A practical guide for the nonprofessional researcher.” – Journal of Economic Literature “A very good primer on the subject.” – Library Journal
"The authors bring their many years of research experience to their presentation, thus providing practical insights as well as a hands-on guide to marketing research." -- Choice
Good read jenSDgirl This was the textbook for my college research marketing class and it was well worth the purchase.. iSPY Communication Research said iSPY a solid hands on Guide to Growth through Research. I love insights that change the way we think about business and brands. The type of discoveries that help fuel new thinking and growth and this book is all about how to make this happen. Its a good 'hands on' guide for marketers, small businesses and research professionals alike. It covers where to search, mine and discover insights that will open up business opportunities. Its practical, no-nonsense and an easy read for. Textbook used at UCSD Extension Mary Beth McCabe We used this new edition starting in 2010 for the Marketing Research class at UCSD Extension. I found that it was just as good as the earlier version, just updated with more current information and additional author's perspectives. I especially like the practical applications for online research tools. I continue to refer to the pages on how to plan for a sample size, and the margin of error that results from each size.