| Description |
xii, 176 pages : illustrations ; 25 cm |
| Note |
"Published in conjunction with the American Marketing Association ... Chicago, Illinois"--T.p. verso. |
|
Includes index. |
| Contents |
Ch. 1. Defining Your Marketing Research Needs -- Ch. 2. Selecting the Optimum Research Methodology -- Ch. 3. Gathering Sample for Your Research -- Ch. 4. Basic Questionnaire Design -- Ch. 5. Guidelines for Effective Mail Surveys -- Ch. 6. Developing a Winning Telephone Survey -- Ch. 7. Focus Groups -- Ch. 8. Mystery Shopping Programs -- Ch. 9. Quality Control in Market Research -- Ch. 10. Selecting and Working with a Research Vendor -- Ch. 11. "Making or Breaking" Your Research Budget -- Case 1. Nonprofit Organization -- Case 2. The Electric Village -- Case 3. Miller Floral Shops. |
| Summary |
The AMA Complete Guide to Marketing Research for Small Business solves that dilemma with 11 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. All this information is organized in a convenient, easy-to-use format with handy checklists and worksheets in every chapter. The final section of the book is in-depth, real-world-based case studies showing how small businesses have used the techniques presented in the book to solve their most perplexing marketing problems - quickly and inexpensively. The book ends with a handy glossary of commonly used marketing research terms. |
| Subject |
Marketing research.
|
|
Small business.
|
| Added Title |
American Management Association complete guide to marketing research for small business |
|
Marketing research for small business |
| ISBN |
0844235849 alkaline paper |
|
9780844235844 alkaline paper |
|
