Table of contents for Guerrilla marketing research : marketing research techniques that can help any business make more money / Robert J Kaden.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
About the author								00
Foreword										00
Acknowledgments									00
Introduction										00
1 Customer attitudes¿should you even care?					00
What does listening to consumers really mean? 00; Do customers really tell you the truth? 00; Will I really learn anything I don¿t already know? 00; Does research work for all types of businesses? 00
2 Asking the right questions								00
Where are your greatest opportunities for making more money? 00; Understanding the needs of your customer 00; Putting research questions into research objectives 00; Defining research objectives further 00; What actions might you take? 00; Defining your actions 00; Exploratory research 00
3 How the big guys do it¿ large-company research				00
Strategic versus tactical research 00; Setting research priorities 00; What kinds of studies do large companies conduct? 00; Test market research 00; Developing new products 00
4 How to get started									00
Understanding current or potential opportunities 00; Knowing what questions to ask 00; Attitudes versus behavior 00; Determining the best research approach from the options available 00; Which comes first? 00; Determining whether the product meets customer expectations 00; Tracking customer satisfaction 00; Is your message being heard? 00; Generating more business from current customers 00; Taking customers away from the competition 00; Increasing the size of the market 00
5 How much does research cost?							00
Determining a meaningful research budget 00; Coming to grips with a budget 00; What business are you in? 00
6 Using research professionals							00
How to judge credentials? 00; Are research suppliers or consultants really all that necessary? 00; Understanding supplier pricing 00; Costing a project 00; Do all research suppliers price their projects the same way? 00; How much will a moderator make on a focus group project? 00; Saving money on focus group studies 00; How much will a supplier make on a telephone survey? 00; Saving money on your survey 00; Are research suppliers worth what they charge? 00; Getting what you¿re paying for 00; Being a good client 00
7 How much research should you do?						00
A little can go a long way 00; As much as ego allows 00; More than your competition 00; Focus on the largest competitor 00; Focus on small competitors next 00; How much research, really 00; When you run out of questions 00
8 The research plan									00
The overall objective 00; Specific objectives 00; Target market respondents 00
9 Focus groups									00
What are they really? 00; Setting focus group objectives and a discussion guide 00; What should I expect from focus groups? 00; Setting up focus groups 00; Focus group facilities 00; Facility costs 00; Focus group screeners 00; How to be an effective focus group moderator 00; The warm-up 00; Always call on people by name 00; Listen intently 00; Probing 00; Knowing when to change subjects 00; Following the discussion guide 00; Group exercises 00; Pre-group homework 00; Building from one group to another 00; Recall respondents 00; Using the results of focus groups 00; Types of qualitative research 00; Creative consumers 00
10 Brainstorming and other ideation processes					00
11 Surveys										00
Types of surveys 00; Strategic study objectives 00; Determining your target respondents 00
12 Writing questionnaires								00
Types of questions 00; Questionnaires for telephone and personal interviewing 00; The cooperation phase 00; The qualification phase 00; The main body of the questionnaire phase 00; The demographic phase 00; The thank-you phase 00
13 Sampling										00
Sampling and error range 00; Determining sample size 00; Theoretical versus practical 00; Representative sampling 00; Approaching respondents 00
14 How to conduct surveys								00
Telephone interviewing 00; Mail surveys 00; In-person interviewing 00; The internet 00; Panels 00
15 Organizing data									00
Cross-tab plan 00; Banner point and stub 00; Tab plan example 00
16 Statistical techniques								00
Significance tests 00; Regression analysis 00; TURF analysis 00; Cluster analysis 00; Other statistical techniques 00; Figures don¿t lie, liars figure 00
17 Telling the story¿analyzing survey results					00
The Zen of data 00; Beyond the first blush 00; Analyzing string questions 00; Importance versus agreement 00; GAP analysis 00; The dependent variable 00; Going beyond cross-tabs 00; Analytic satisfaction 00; Writing a report 00
18 Putting results into action							00
Land mines 00; Try the bonus system 00; A final word 00
Glossary of terms									00
Index											00

Library of Congress Subject Headings for this publication:

Marketing research.
Small business -- Management.