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

Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the Guerrilla Marketing series of books focuses on why small and medium-sized businesses can benefit from conducting focus groups and surveys -- and how they can do it for far less money than they think. This compelling book takes readers on a journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will benefit even the most skeptical business owner, manager, or entrepreneur.

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

Product Details

• ISBN: 0749450894
  
• ISBN-13: 9780749450892
• Format: Paperback, 256pp
• Publisher: Kogan Page, Limited
• Pub. Date: September 2007
• Edition Description: New
• Sales Rank: 197,567

• Table of Contents

Table of Contents