This book is for people who are actual buyers and users of custom Market Research (MR); those who hire and manage MR agencies and are seeking to optimize the process, minimize the risk, and improve the actionability of end results.
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Kathryn Korostoff has a special interest in how organizations acquire, manage, and apply market research. Over the past 20 years, she has personally directed more than 600 primary market research projects and published over 100 articles in trade magazines.
Currently, Kathryn spends her time assisting companies as they create market research departments, develop market research strategies, or otherwise optimize their use of market research. She is also the founder and president of Research Rockstar, a company that delivers online training and tools to managers seeking to get the most from their market research investments. Prior to Research Rockstar, Kathryn completed the transition of Sage Research--an agency that she founded and led for 13 years--to its new parent company.
For further information, please visit www.ResearchRockstar.com.
Entering the realm of market research with fairly little knowledge of the field, I found this book to be an incredibly useful resource! Whether you're a pro or a first timer, this book is a great reference, not to mention the glossary in the back is great for understanding all of the jargon specific to the field. Korostoff carefully takes her readers through the process of MR, from start to finish she is there along the way providing helpful tips and insights as an industry pro.
The great thing about this book is that it doesn't just tell you what to do, multiple options and examples are given concerning various scenarios (ex- deliverables, hiring the right firm). I would recommend this book to anyone with an interest in the market research industry, or anyone attempting to get a feel of what it has to offer. Great read, wonderful resource! A+
If you are a marketing researcher who needs to hire a research firm for the first time or to improve a previous experience, "How to Hire and Manage Market Research Agencies" is truly a "must read". This book goes far beyond the process of writing an RFP and finding and managing a research supplier (areas which it covers extremely well). It also includes many of the pitfalls that can fall to a large research project - poorly defined objectives, lack of buy-in from internal clients, how to evaluate proposal proposals, "red flags" along the research process, and tips on the final research results presentation. It is a book that only a true marketing researcher could have written,as it covers things that really happen, not just theoretical.
This book is an excellent piece of work and a powerful resource - for everyone who is somehow concerned with market researcher - agency or client side. Many well-recommended market research books go into detail describing different types of methodology for gathering and analyzing market research data. Unlike this schoolbook-like kind of market research literature Kathryn Korostoff stresses the most important point of every market research project: how to make the results live in the world of the client's organization.
In this book you will find a well planned journey through a market research project. But Kathryn pauses where there is usually danger to lose control over who is going to use the research results when and how. In detail these "areas of losing control" are: setting appropriate research goals, defining expectations and criteria of project success, checking client's research receptivity, leveraging existing research, (re)inventing presentation designs.
This book is not only for market research rookies and not only for client side researchers. Moreover senior researchers and research consultants will find a lot of inspiring thoughts.
This book is a must-read for anyone seeking to undertake a marketing research project, whether you plan to fully leverage a marketing research agency or to also involve your own staff. Kathryn Korostoff presents practical advice for dealing with the people side of market research--advice that was likely derived from her own extensive experience in the field. Korostoff tackles the real issues that market research project owners face which can make or break a research effort. These include: gaining internal support, setting expectations, educating and involving stakeholders, preventing scope creep, and designing the final deliverables. Especially helpful are the tips for designing the Request for Proposals (RFPs) and for evaluating agencies against a project's objectives. Korostoff does not shy away from a realist point of view, citing red flags and caveats in terms that are relevant to any research project. I highly recommend this book.
This book is an excellent resource for research managers or anyone who is responsible for commissioning or consuming market research on the client side. The author uses the appropriate level of detail to lay out the process a research manager goes through to solicit bids, select vendors, and disseminate results internally. It is obvious that the author has a great deal of practical experience, because the book is also full of tips on navigating the internal political issues that can arise while scoping out research initiatives and presenting results.
Remember Arthur Murray dance lessons? The footprints that show exactly where to stand? Kathryn's book is just like that. It tells clients and providers how to dance together to get the most out of any project. The book takes a chronological approach and lays out a path of what to do from beginning to end to scope a project, evaluate agencies, stay engaged in the data collection process, get the right deliverables, and how to protect and guide findings within the client organization.
The tone is straightforward. The advice comes from deep experience, and the scope is surprisingly comprehensive for such a quick read. This means clients can quickly grasp and apply the lessons in this book - particularly how to protect and position findings so they become actionable within clients' organizations - something newbies struggle with. This also means that new practitioners in market research can learn how to take care of their clients like seasoned pros.
Sometimes, I wished more attention had been given to qualitative tools such as ideation, ethnographies and photo arrays, for example. In the end, these are details. The book tells you how to be careful and thorough if you are a client or research provider.
