AMA Complete Guide To Marketing Research For Small Business [Hardcover]

Holly Edmunds (Author)

Book Description

Publication Date: January 11, 1996

"This book is a 'must-have' for any company interested in knowing more about its market. It contains very practical and proven strategies for powerful results." -- Fred Gerdes Director Business Services & Events Greater Seattle Chamber of Commerce "This easy-to-read book answers a lot of questions and will make future research projects for us much less expensive-and much more effective." -- Carol Matheson Marketing Manager Pacific Northwest Ballet "In today's marketplace, research is a tactical necessity, and this book is a wellwritten 'how to' on the subject. I would have saved myself time, money, and frustration had I read it before attempting the research projects I've done in the past two years. Even the most experienced marketing professional will learn something new from the AMA Complete Guide to Marketing Research for Small Business. -- Jonna Lee Hough National Director of Customer Service AEI Music Network, Inc. "A much-needed book. It is equivalent to a top-quality marketing research course or textbook, but it is presented in a user-friendly, easy-to-follow format for business owners and managers. Examples and guidelines are excellent." -- Sharon Galbraith, PhD Assistant Professor of Marketing Seattle University "One of the most important messages in this book is that any business, regardless of size, can easily gather the information necesary to make informed business decisions. Businesses that follow the step-by-step approach presented here will learn about their business environment with a relatively low dollar investment. Research does not have to be complicated. The AMA Complete Guide to Marketing Research for Small Business proves it. -- Harriet Gallu Manager, Research Services Kelly Services, Inc.

Editorial Reviews

From the Back Cover

For most small business owners the term "marketing research" presents a dilemma. On one hand, it can mean getting the invaluable information needed to know one's customers better and to make critical business decisions based on the best information possible. On the other hand, it can mean spending a lot of money to get results that are not very useful. The AMA Complete Guide to Marketing Research for Small Business solves that dilemma with 1 1 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. This step-by-step guide provides the basic information needed to:

• Define problems and research objectives clearly.
• Select the right research method for the problem.
• Design useful and usable questionnaires.
• Develop cost-effective mail and phone surveys.
• Get the most from the information you gather.
• Select and work profitably with outside vendors.
• Develop cost-conscious budgets that enable you to get the most for your investment.

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.

Product Details

• Hardcover: 192 pages
• Publisher: McGraw-Hill; 1 edition (January 11, 1996)
• Language: English
• ISBN-10: 0844235849
• ISBN-13: 978-0844235844
• Product Dimensions: 9.5 x 7.5 x 0.7 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #3,240,460 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

2.0 out of 5 stars The emphasis of the title should be on retail small business, August 17, 1998

By A Customer

This review is from: AMA Complete Guide To Marketing Research For Small Business (Hardcover)

I was somewhat disappointed with the books information. Although I do market research for a small company I was looking for some helpful hints and frankly did not get that much from the book. The book is oriented twoards a retail establishment and while there were some good examples used in the book, they were not applicable to a manufacturing company. This book would be appropriate for someone about to start a business. The writing is simple to follow with some good suggestions for starting research but for a business searching for new markets or new approaches this would not be adequate.