Successful marketing research : the complete guide to getting and using essential information about your customers and competitors

Author(s)

• Hester, Edward L.

Bibliographic Information

Successful marketing research : the complete guide to getting and using essential information about your customers and competitors

Edward L. Hester

（Wiley small business editions）

Wiley, c1996

• pbk. : alk. paper

Note

Includes bibliographical references

Description and Table of Contents

Volume

pbk. : alk. paper ISBN 9780471123804

Description

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.

Table of Contents

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.

Volume

ISBN 9780471123811

Description

In the majority of small businesses, the owners/entrepreneurs themselves are forced to do most of the research essential to getting the business underway and monitoring their customer base and competitors after start-up. This guide, aimed at both potential and established small-business owners, details how to conduct this research using the most cost-effective methods. The author explains how readers can obtain the information they need to formulate a market plan, keep it current, and build a system for the collection, organization and implementation of data.

Table of Contents

• 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.

by "Nielsen BookData"

Details

• NCID: BA27171799
• ISBN:
  • 0471123811
  • 0471123803
• LCCN: 95045908
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: New York
• Pages/Volumes: xv, 240 p.
• Size: 24 cm
• Classification:
  • LCC : HF5415.2
  • DC20 : 658.8/3
• Subject Headings:
  • LCSH : Marketing research
• Parent Bibliography ID:
  • BA19148951