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

Contents......Page 8
About the authors......Page 12
Foreword......Page 16
Acknowledgements......Page 18
Introduction......Page 20
1. Marketing research – why should you care?......Page 24
WHAT DOES LISTENING TO CONSUMERS REALLY MEAN?......Page 25
DO CUSTOMERS REALLY TELL YOU THE TRUTH?......Page 28
WHAT IF CONSUMERS SAY ONE THING AND DO ANOTHER?......Page 30
WILL I REALLY LEARN ANYTHING I DON’T ALREADY KNOW?......Page 31
INSIGHTS......Page 33
DOES RESEARCH WORK FOR ALL TYPES OF BUSINESSES?......Page 34
DIGGING DEEPER......Page 36
2. Setting research goals and objectives......Page 38
WHERE ARE YOUR GREATEST OPPORTUNITIES FOR MAKING MORE MONEY?......Page 40
UNDERSTANDING THE NEEDS OF YOUR CUSTOMERS AND PROSPECTS......Page 42
TURNING RESEARCH QUESTIONS INTO RESEARCH GOALS AND OBJECTIVES......Page 43
REFINING RESEARCH GOALS AND OBJECTIVES......Page 45
WHAT ACTIONS MIGHT YOU TAKE?......Page 46
DIGGING DEEPER......Page 48
3. What Guerrillas can learn from large-company research......Page 52
STRATEGIC VS TACTICAL RESEARCH......Page 54
WHICH COMES FIRST – A STRATEGIC OR TACTICAL STUDY?......Page 56
WHAT KINDS OF STUDIES DO LARGE COMPANIES CONDUCT?......Page 58
TEST MARKET RESEARCH......Page 62
DEVELOPING NEW PRODUCTS......Page 63
CONCLUSION......Page 64
UNDERSTANDING CURRENT AND POTENTIAL OPPORTUNITIES......Page 66
KNOWING WHAT QUESTIONS TO ASK – REVISITED......Page 68
ATTITUDES VS BEHAVIOR......Page 69
DETERMINING THE BEST RESEARCH APPROACH FROM THE OPTIONS AVAILABLE......Page 71
WHICH COMES FIRST?......Page 73
DETERMINING WHETHER THE PRODUCT MEETS CUSTOMER EXPECTATIONS......Page 74
GENERATING MORE BUSINESS FROM CURRENT CUSTOMERS......Page 76
TAKING CUSTOMERS AWAY FROM THE COMPETITION......Page 77
INCREASING THE SIZE OF THE MARKET......Page 78
5. How to set a research budget......Page 80
DETERMINING A MEANINGFUL RESEARCH BUDGET......Page 82
COMING TO GRIPS WITH A BUDGET......Page 83
WHAT BUSINESS ARE YOU IN?......Page 85
DIGGING DEEPER......Page 86
HOW TO JUDGE CREDENTIALS......Page 92
ARE RESEARCH SUPPLIERS OR CONSULTANTS REALLY ALL THAT NECESSARY?......Page 95
COSTING A PROJECT......Page 96
ARE RESEARCH SUPPLIERS WORTH WHAT THEY CHARGE?......Page 106
BEING A GOOD CLIENT......Page 107
A LITTLE CAN GO A LONG WAY......Page 110
RESEARCH CAN HAVE A LONG SHELF LIFE......Page 111
HOW TO MAXIMIZE THE RETURN ON RESEARCH......Page 112
SO HOW MUCH RESEARCH SHOULD YOU DO?......Page 114
HOW MUCH RESEARCH, REALLY?......Page 116
WHAT IS A RESEARCH PLAN?......Page 118
DEVELOPING YOUR PLAN......Page 119
THE OVERALL GOAL......Page 120
SPECIFIC OBJECTIVES......Page 121
TARGET MARKET RESPONDENTS......Page 123
A FINAL WORD......Page 127
WHAT IS SECONDARY INFORMATION?......Page 128
THE ATTRACTIVENESS OF SECONDARY INFORMATION......Page 130
COMMON VALUABLE SOURCES OF SECONDARY INFORMATION......Page 131
WHICH COMES FIRST – PRIMARY OR SECONDARY RESEARCH?......Page 133
10. Brainstorming and other ideation processes......Page 134
CONDUCTING A BRAINSTORMING SESSION......Page 135
OTHER IDEATION PROCESSES......Page 136
WHAT ARE THEY REALLY?......Page 140
CAN FOCUS GROUPS ALONE PROVIDE THE BASIS FOR A MARKETING DECISION?......Page 142
FOCUS GROUPS AND BRAINSTORMING......Page 146
SETTING UP FOCUS GROUPS......Page 150
HOW TO BE AN EFFECTIVE FOCUS GROUP MODERATOR......Page 160
GROUP EXERCISES......Page 174
PRE-GROUP HOMEWORK......Page 176
RECALL RESPONDENTS......Page 177
TYPES OF QUALITATIVE RESEARCH......Page 178
“QUALIQUANT”......Page 183
CREATIVE CONSUMERS......Page 184
DIGGING DEEPER......Page 186
12. Research into emotions......Page 190
A LITTLE MORE HISTORY......Page 192
EVOKING EMOTIONS IN MARKETING......Page 193
THE RESEARCHER’S DILEMMA......Page 194
WHERE ARE WE TODAY?......Page 196
IT’S NOT ALL OR NOTHING......Page 197
WHERE TO GO NEXT......Page 198
DIGGING DEEPER......Page 199
13. Surveys and quantitative research......Page 206
TYPES OF SURVEYS......Page 208
STRATEGIC STUDY GOALS AND OBJECTIVES......Page 210
DETERMINING YOUR TARGET RESPONDENTS......Page 211
THE INTERNET......Page 216
TELEPHONE INTERVIEWING......Page 220
MAIL SURVEYS......Page 223
IN-PERSON INTERVIEWING......Page 226
PANELS......Page 227
DIGGING DEEPER......Page 229
15. Writing questionnaires......Page 232
TYPES OF QUESTIONS......Page 233
1. THE COOPERATION PHASE......Page 234
2. THE RESPONDENT QUALIFICATION PHASE......Page 236
3. THE MAIN BODY PHASE......Page 239
4. THE DEMOGRAPHIC PHASE......Page 265
5. THE THANK YOU PHASE......Page 266
APPROACHES TO ASSESSING CUSTOMER SATISFACTION......Page 268
WHY CUSTOMER SATISFACTION MEASURES ARE IMPORTANT......Page 269
HOW OFTEN IS ENOUGH?......Page 270
THE COST FACTOR......Page 271
DEFINING CUSTOMER SATISFACTION RESEARCH......Page 272
MEASURING CUSTOMER SATISFACTION......Page 273
IMPORTANCE OF PERFORMANCE VARIABLES......Page 276
NET PROMOTER SCORE......Page 277
DIGGING DEEPER......Page 278
17. Sampling......Page 280
SAMPLING, ERROR RANGE AND MAKING PREDICTIONS......Page 282
DETERMINING SAMPLE SIZE......Page 285
ACHIEVING GOOD RESPONSE RATES......Page 288
SAMPLING GUIDELINES......Page 289
SOURCES OF SAMPLES......Page 291
18. Organizing data......Page 294
CROSS-TAB PLAN......Page 295
BANNER POINTS AND STUB......Page 298
TAB PLAN EXAMPLE......Page 300
SIGNIFICANCE TESTS......Page 304
A WORD ABOUT DETERMINING SAMPLE SIZES......Page 307
REGRESSION ANALYSIS......Page 309
TURF ANALYSIS......Page 310
FACTOR ANALYSIS......Page 313
CLUSTER ANALYSIS......Page 314
OTHER STATISTICAL TECHNIQUES......Page 315
KEEP YOUR WITS ABOUT YOU......Page 316
20. Telling the story: analyzing survey results......Page 318
USING CONTROLS AND COMPARISONS TO ANALYZE SURVEY RESULTS......Page 320
BEYOND THE FIRST BLUSH......Page 324
GOING BEYOND CROSS-TABS......Page 331
WRITING THE REPORT......Page 332
21. Putting results into action......Page 336
COMMUNICATING RESULTS AND ACTIONS......Page 337
PERIODICALLY REVIEW THE RESEARCH......Page 339
TRY THE BONUS SYSTEM......Page 340
A CULTURE FOR CHANGE......Page 341
A FINAL WORD......Page 343
22. The future of marketing research......Page 344
THE CHALLENGE......Page 345
PREDICTIONS......Page 347
Glossary of terms......Page 356
Index......Page 362