Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money by Robert J. Kaden

Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money



Download Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money




Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money Robert J. Kaden
Language: English
Page: 232
Format: pdf
ISBN: 0749445742, 9780749448578
Publisher:

Review

"I remember thinking research sounded boring. The way it treated in these pages gives it the allure and wonder of rocket science."

From the Publisher

Market research is the first step to a successful business, and Kaden's new book shows even the smallest start-ups how to put it to good use.

Jay Levinson has written over 20 books on guerrilla marketing, an innovative, aggressive strategy he invented that helps businesses use non-monetary tools as marketing investments. Now, Kaden applies the guerilla strategy specifically to market research. He believes fervently that market research is the way for companies to determine a real consumer need, which will, of course, make them more money. But, contrary to popular belief, he claims that market research campaigns are not just for big businesses. In simple, layman's terms, he outlines successful strategies that even the smallest businesses can implement. He breaks down the costs of using professionals, helps readers evaluate how much research they really need and what their priorities ought to be, and he goes step-by-step through commonly used methods, such as focus groups, questionnaires and sampling. With graphs, charts, sample worksheets and a glossary of terms, Kaden's plan is thorough and detailed. While it's packed with information, the true strength of the text is its clarity: you won't need an MBA to put Kaden's impressive arsenal of advice to use.

Entrepreneurs everywhere should jump at this marketing necessity. From Kirkus Review

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