AMA complete guide to marketing research for small business:
The AMA Complete Guide to Marketing Research for Small Business solves that dilemma with 11 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. All this information is organized in a convenient, easy-to-use format with handy check...
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Lincolnwood, Ill.,
NTC Business Books
1996
|
| Subjects: | |
| Online Access: | Publisher description Inhaltsverzeichnis |
| Summary: | The AMA Complete Guide to Marketing Research for Small Business solves that dilemma with 11 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. 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. |
| Item Description: | "Published in conjunction with the American Marketing Association ... Chicago, Illinois"--T.p. verso. -- Includes index. |
| Physical Description: | xii, 176 p. ill. : 25 cm |
| ISBN: | 0844235849 |
Staff View
MARC
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| 520 | 3 | |a The AMA Complete Guide to Marketing Research for Small Business solves that dilemma with 11 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. 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. | |
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Record in the Search Index
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| adam_text | Contents
Chapter One
Defining Your Marketing Research Needs 1
When Do You Need Research? 2
Two Major Research Categories: Primary and
Secondary 2
Secondary Research 3
Primary Research 4
Defining Your Objectives 4
Terms to Remember 8
Chapter Two
Selecting the Optimum Research
Methodology 9
Types of Primary Research 9
Quantitative Research 9
Qualitative Research 11
Focus Groups 11
One on One Interviews 11
Mystery Shopping 12
vii
Choosing the Right Methodology 12
Timing 13
Budget 13
Ease of Project Coordination 14
Research Objectives 14
List Availability 14
Terms to Remember 15
Chapter Three
Gathering Sample for Your Research 17
Determining Your Target Respondents 17
Determining the Statistically Correct Sample Size 18
Confidence Levels 18
Random Selection 19
Accounting for the Nonresponse Rate 20
Considering Potential List Sources 20
Terms to Remember 21
Chapter Four
Basic Questionnaire Design 23
Making a Wish List 24
Outlining: Go with the Flow 27
Developing the Questionnaire Wording 30
Designing the Questionnaire Format 32
Open ended versus Closed ended Questions 32
Single Response versus Multiple Response Questions 32
Rankings versus Ratings 35
Preparing for Survey Analysis 35
Terms to Remember 36
Chapter Five
Guidelines for Effective Mail Surveys 37
Drawbacks of Mail Surveys 37
viii Contents
Steps in Mail Survey Design and Administration 38
Developing the Questionnaire and Cover Letter 38
Clear Instructions 38
Deadline and Address 40
Confidentiality 41
Incentives 42
The Cover Letter 43
Obtaining Survey Sample 44
Printing the Questionnaires and Cover Letters 45
Arranging for Envelopes: Outgoing and Return
Postage 45
Preparing the Survey Mailing 46
Coding and Tabulating Survey Results 46
Analyzing the Survey Results 49
Terms to Remember 50
Chapter Six
Developing a Winning Telephone Survey 51
Drawbacks and Benefits of Telephone Surveys 51
Steps in Conducting a Telephone Survey 51
Developing the Questionnaire 52
Obtaining Survey Sample 59
Briefing Interviewers 60
Conducting a Survey Pretest 61
Collecting Data 62
Coding and Tabulating Survey Results 62
Analyzing the Results 62
Ethical Considerations in Telephone Surveys 62
Terms to Remember 63
Chapter 7
Focus Groups 65
Developing a Focus Group Study Topic 65
Steps in Conducting a Focus Group 67
Developing Focus Group Study Objectives 67
Contents ix
Determining the Participant Profile and Number
of Groups 68
Developing Focus Group Screener Questionnaires 69
Developing the Moderator s Discussion Guide 69
Arranging to Videotape and/or Audiotape Group
Sessions 73
Arranging for a Place to Hold the Groups 75
Recruiting Participants 76
Sending Confirmation Letters to Recruits 77
Arranging for Refreshments 78
Getting Co Op Fees 79
Preparing for Focus Group Session (s) at the Site 80
Moderating the Focus Group (s) 80
Paying Participants Co op Fees 84
Analyzing the Results of Focus Group(s) 85
Terms to Remember 85
Chapter Eight
Mystery Shopping Programs 87
Steps in Starting Your Own Mystery Shop Program 89
Determining What You Will Do with the Results 90
Designing a Shop Evaluation Form 90
Selecting the Right Shoppers 95
Training Your Shoppers 96
Analyzing Mystery Shop Results 97
Terms to Remember 97
Chapter Nine
Quality Control in Market Research 99
Testing Your Questionnaire 99
Checking Sample Quality 100
Training Interviewers 100
Editing and Validating Questionnaires 101
Understanding Vendors Quality Procedures 102
Checking Your Final Results 102
Terms to Remember 103
X Contents
Chapter Ten *
Selecting and Working with
a Research Vendor 105
Steps in Cost Effective Vendor Relationships 105
Identifying Vendors with Reasonable Costs 105
Developing Objectives 106
Preparing the Request for Proposal 106
Reviewing Proposals and Meeting with Vendors 107
Communicating with Vendors 108
Avoiding Overqualification 109
Ethical Considerations in Vendor Relationships 109
Terms to Remember 110
Chapter Eleven
Making or Breaking Your
Research Budget 111
Telephone Surveys 111
Questionnaire Length 111
Incidence of Qualified Respondents 112
Number of Interviews 112
Timing 112
Executive Interviews 113
Pretesting the Questionnaire 113
Open Ended Questions 113
Mail Surveys 113
Questionnaire Length 114
First Class Postage 114
Printing 114
Return Postage 114
Focus Groups 115
Number of Groups 115
Location of Groups 115
Co op Fees 115
Contents xi
Case One
Nonprofit Organization 117
Identifying Research Needs 117
Determining Objectives 117
Selecting a Methodology 119
Identifying Respondents 120
Questionnaire Development 121
Analyzing the Results 142
Case Two
The Electric Village 145
Identifying Research Needs 145
Determining Objectives 145
Selecting Methodologies 146
Questionnaire/Evaluation Form Development 147
In House Survey Cards 147
Mystery Shop Evaluation Forms 148
Evaluating the Results 155
Case Three
Miller Floral Shops 159
Identifying Research Needs 159
Determining Objectives 159
Selecting a Methodology 160
Developing Screeners/Moderator s Guide 160
Analysis of the Results 165
Glossary 167
Index 173
»i Contents
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| institution | BVB |
| isbn | 0844235849 |
| language | English |
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| physical | xii, 176 p. ill. : 25 cm |
| publishDate | 1996 |
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| publisher | NTC Business Books |
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| spelling | Edmunds, Holly Verfasser aut AMA complete guide to marketing research for small business Holly Edmunds American Management Association complete guide to marketing research for small business Marketing research for small business Lincolnwood, Ill., NTC Business Books 1996 xii, 176 p. ill. : 25 cm txt rdacontent n rdamedia nc rdacarrier "Published in conjunction with the American Marketing Association ... Chicago, Illinois"--T.p. verso. -- Includes index. The AMA Complete Guide to Marketing Research for Small Business solves that dilemma with 11 practical, easy-to-use chapters that show the non-research specialist how to conduct useful research on a limited budget. 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. Marktonderzoek gtt Midden- en kleinbedrijf gtt Marketing research Small business http://www.loc.gov/catdir/description/mh041/96010743.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012930688&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Edmunds, Holly AMA complete guide to marketing research for small business Marktonderzoek gtt Midden- en kleinbedrijf gtt Marketing research Small business |
| title | AMA complete guide to marketing research for small business |
| title_alt | American Management Association complete guide to marketing research for small business Marketing research for small business |
| title_auth | AMA complete guide to marketing research for small business |
| title_exact_search | AMA complete guide to marketing research for small business |
| title_full | AMA complete guide to marketing research for small business Holly Edmunds |
| title_fullStr | AMA complete guide to marketing research for small business Holly Edmunds |
| title_full_unstemmed | AMA complete guide to marketing research for small business Holly Edmunds |
| title_short | AMA complete guide to marketing research for small business |
| title_sort | ama complete guide to marketing research for small business |
| topic | Marktonderzoek gtt Midden- en kleinbedrijf gtt Marketing research Small business |
| topic_facet | Marktonderzoek Midden- en kleinbedrijf Marketing research Small business |
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