Description
In a paperback reprint of the 2006 hardback, Kaden, a marketing research consultant, clarifies misconceptions about market research and shows how all companies can use marketing research to improve their current business and generate new business. He explains the ways in which small and medium-sized businesses can benefit from conducting focus groups and surveys, and shows how they can do it for less than the cost of outside research suppliers. The book is distributed in the US by Ingram Publisher Services. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
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Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the best-selling Guerrilla Marketing series 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. In clear, jargon-free style, author Robert Kaden simplifies and clarifies the many misconceptions about market research and its benefits. The secrets unveiled and the tips offered will convince even the most skeptical business owner, manager, or entrepreneur of the value of marketing research.
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