Customer attitudes : should you even care? -- Asking the right questions -- How the big guys do it : large-company research -- How to get started -- How much does research cost? -- Using research professionals -- How much research should you do? -- The research plan -- Focus groups -- Brainstorming and other ideation processes -- Surveys -- Writing questionnaires -- Sampling -- How to conduct surveys -- Organizing data -- Statistical techniques -- Telling the story : analyzing survey results -- Putting results into action
Summary
Part of the "Guerilla Marketing" series, this book focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys. Aiming to destroy the myth that only big companies can afford marketing research, it contains tips that are helpful for business owners, managers and entrepreneurs
Bibliography
Includes bibliographical references (page 233) and index
