More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money [Hardcover]

Robert J. Kaden (Author), Gerald Linda (Author), Jay Conrad Levinson (Author)

Book Description

Publication Date: October 28, 2009

More Guerrilla Marketing Research will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques.  The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research.  It focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys, and how they can do it.  More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.

 

Reviews of the first edition:

 

“[A] great addition to the ‘guerrilla marketing’ books designed to give practical advice to smaller and medium-sized businesses. – Choice

“In simple, layman’s terms, outlines successful strategies that even the smallest businesses can implement.” – Kirkus Reviews

 

“[A] practical guide for the nonprofessional researcher.” – Journal of Economic Literature

 

“[A] very good primer on the subject.” – Library Journal

Editorial Reviews

Review

"The authors bring their many years of research experience to their presentation, thus providing practical insights as well as a hands-on guide to marketing research." -- Choice

About the Author

Robert J. Kaden runs his own market research company, The Kaden Company. He lectures widely and writes regularly for the business press. He is author of Guerrilla Marketing Research.

Gerald Linda established the marketing consulting firm Gerald Linda & Associates.

Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus 58 other business books. His books have sold more than 20 million copies worldwide and have been translated into 60 languages. He also conducts guerrilla marketing training programs, hosts the very popular Internet website, www.gmarketing.com, and formed The Guerrilla Marketing Association.

Product Details

• Hardcover: 341 pages
• Publisher: Kogan Page (October 28, 2009)
• Language: English
• ISBN-10: 0749455470
• ISBN-13: 978-0749455477
• Product Dimensions: 9.4 x 6.3 x 1.2 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #1,021,920 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Textbook used at UCSD Extension, May 30, 2011

By 

Mary Beth McCabe (San Diego) - See all my reviews

This review is from: More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money (Hardcover)

We used this new edition starting in 2010 for the Marketing Research class at UCSD Extension. I found that it was just as good as the earlier version, just updated with more current information and additional author's perspectives. I especially like the practical applications for online research tools. I continue to refer to the pages on how to plan for a sample size, and the margin of error that results from each size. This book does not read like a textbook, but a guide. I found it to be refreshing and comprehensive for the practical marketer.

2.0 out of 5 stars Disappointed, February 8, 2011

By 

Big Dog - See all my reviews

This review is from: More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money (Hardcover)

Having read many Guerrilla books this was not what I expected. Disappointed with the book as it seemed like most any marketing book and not unique.

4.0 out of 5 stars iSPY a solid hands on Guide to Growth through Research, January 3, 2011

By 

iSPY Communication Research - See all my reviews

Amazon Verified Purchase

This review is from: More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money (Hardcover)

I love insights that change the way we think about business and brands. The type of discoveries that help fuel new thinking and growth... and this book is all about how to make this happen. Its a good 'hands on' guide for marketers, small businesses and research professionals alike. It covers where to search, mine and discover insights that will open up business opportunities. Its practical, no-nonsense and an easy read for busy people.