Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money by Robert J Kaden, Jay Conrad Levinson (Foreword by)

From the Publisher

Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market research. They think they know the needs of their customers better than the customers themselves. Frequently, they feel that marketing research is too expensive, complex or just won't provide new answers. Guerrilla Marketing Research extends the well-known Guerrilla Marketing franchise to explain how to use marketing research as a tool for more effectively developing marketing, sales promotion or new product. It illustrates how big companies use market research to make money and how small companies can do the same at a fraction of the cost. It destroys the myth that only big companies can afford marketing research and makes clear to small and mid-size companies and entrepreneurs, and even larger businesses without an in-house research function, how marketing research can add to their bottom line.

Library Journal

Kaden (DMA Market Research Council) follows in the footsteps of Jay Conrad Levenson, whose Guerrilla Marketing books essentially give aspiring marketers with small budgets the wherewithal to market their products or services at a grass-roots level. He also aims to give entrepreneurs and those running small businesses the means to manage their own research initiatives, just as big companies do. A number of books touch upon the subject, such as Ruth MacNeil's Business-to-Business Market Research, the Harvard Business School's Marketers Toolkit, and Paul Omerod's Why Most Things Fail. All of these books cover much the same ground but don't look at containing costs on market research. Kaden's book does not go nearly as far as it could to describe grass-roots tools, especially much less expensive web-based research or existing research reports that can be bought off-the-shelf. Still, it's a very good primer on the subject, providing a decent overview of what is most important in market research in straightforward language that nonmarketers can understand. Small collections on marketing should include at least one book that touches upon market research, and this one would be a good choice.-Stephen Turner, San Francisco, CA Copyright 2006 Reed Business Information.

Soundview Executive Book Summaries

Bob Kaden has made a career out of performing marketing research. In Guerrilla Marketing Research, he lays bare the reality behind the promises of marketing research. After a rich discussion of the benefits of research for small- and medium-sized businesses, Kaden shows company owners how to improve business with low-cost internal marketing research methods, such as custom-designed focus groups and surveys. While digging into the details of organizing data and analyzing survey results, he also offers the best ways to put results into action. Copyright © 2006 Soundview Executive Book Summaries

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