More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way and Effectively Using the Answers to Make More Money

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More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way and Effectively Using the Answers to Make More Money

Format:  Hardcover,

349 pages

Publisher: Kogan Page Ltd

Publish Date: Oct 2009

ISBN-13: 9780749455477

ISBN-10: 0749455470

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Book Information

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"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"

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Publisher: Kogan Page Ltd
Publish Date: Oct 2009
ISBN-13: 9780749455477
ISBN-10: 0749455470
Format: Hardcover
Number of Pages: 349
Shipping Weight (in pounds): 2.0
Product in Inches (L x W x H): 6.34 x 1.16 x 9.4

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