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Successful Marketing Research: The Complete Guide to Getting and Using Essential Information About Your Customers and Competitors

ISBN: 978-0-471-12380-4
256 pages
October 1995
Successful Marketing Research: The Complete Guide to Getting and Using Essential Information About Your Customers and Competitors (0471123803) cover image
An accessible and practical work designed to address the needs of micro-enterprises whose owners must do most of the work. Describes how to use cost-effective and time-saving methods in order to obtain the pertinent information to complete a marketing plan, keep it updated and develop a system for gathering, organizing and using research data following startup.
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Planning to Succeed.

Knowing Your Market and Your Competition.

Creative Research Planning.

Convenient Sources for Marketing Research.

The Library and Other Secondary Sources.

Using the Telephone.

Real Intelligence Tricks of the Trade.

Preparing the Marketing Plan.

Communicating with Your Customers.

Marketing Information Systems.

Conducting Surveys.

Interviewing.

Problem Solving with Marketing Research.

Making Marketing Research a Habit.

Notes.

Index.
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