Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money [Hardcover]

Robert J Kaden (Author), Robert J. Kaden (Author), Jay Conrad Levinson (Foreword)

Book Description

ISBN-10: 0749445742 | ISBN-13: 978-0749445744 | Publication Date: March 28, 2006

Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market research. They think they know the needs of their customers better than the customers themselves. Frequently, they feel that marketing research is too expensive, complex or just won't provide new answers. Guerrilla Marketing Research extends the well-known Guerrilla Marketing franchise to explain how to use marketing research as a tool for more effectively developing marketing, sales promotion or new product. It illustrates how big companies use market research to make money and how small companies can do the same at a fraction of the cost. It destroys the myth that only big companies can afford marketing research and makes clear to small and mid-size companies and entrepreneurs, and even larger businesses without an in-house research function, how marketing research can add to their bottom line.

Editorial Reviews

Review

"I remember thinking research sounded boring. The way it treated in these pages gives it the allure and wonder of rocket science."

From the Publisher

Market research is the first step to a successful business, and Kaden's new book shows even the smallest start-ups how to put it to good use.

Jay Levinson has written over 20 books on guerrilla marketing, an innovative, aggressive strategy he invented that helps businesses use non-monetary tools as marketing investments. Now, Kaden applies the guerilla strategy specifically to market research. He believes fervently that market research is the way for companies to determine a real consumer need, which will, of course, make them more money. But, contrary to popular belief, he claims that market research campaigns are not just for big businesses. In simple, layman's terms, he outlines successful strategies that even the smallest businesses can implement. He breaks down the costs of using professionals, helps readers evaluate how much research they really need and what their priorities ought to be, and he goes step-by-step through commonly used methods, such as focus groups, questionnaires and sampling. With graphs, charts, sample worksheets and a glossary of terms, Kaden's plan is thorough and detailed. While it's packed with information, the true strength of the text is its clarity: you won't need an MBA to put Kaden's impressive arsenal of advice to use.

Entrepreneurs everywhere should jump at this marketing necessity. From Kirkus Review

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Product Details

• Hardcover: 232 pages
• Publisher: Kogan Page (March 28, 2006)
• Language: English
• ISBN-10: 0749445742
• ISBN-13: 978-0749445744
• Product Dimensions: 9.2 x 5.9 x 1 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,803,851 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

1.0 out of 5 stars Waste of time and money, July 9, 2008

By 

Reader (Austria) - See all my reviews

This review is from: Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money (Paperback)

This book hardly covers marketing research at all, but it does talk a lot about how market researchers are not taken seriously enough in big companies. Far from talking about "guerilla tactics",i.e. outsmarting but not outspending your competition, it sets research budgets at 0,5 to 5% of your "$50 million marketing budget, anywhere from $250,000 to $2,500,000". Not what I would expect for "guerilla tactics" for small companies. But I have to admit that I have only read the first half and then gave up....

1 of 1 people found the following review helpful:

4.0 out of 5 stars Good Read, February 16, 2009

By 

Joshua W. - See all my reviews

This review is from: Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money (Paperback)

Very good book for a basic understanding of how market research works.
There is very little about statistical measures used to analyze research data, so if you're into that then I would reccomend going with a more econometrics/mathematics oriented book.

1 of 1 people found the following review helpful:

5.0 out of 5 stars I Use this as a Text When I Teach, February 13, 2008

By 

Chris Stiehl - See all my reviews

This review is from: Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money (Paperback)

I teach at a major university and use this text for my students to have for background material, along with my book Pain Killer Marketing. This book provides useful insights into practical market research methodologies and their problems. The examples are up-to-date, unlike many of the standard market research textbooks. It is easy to read and well-written. I highly recommend this book.