Table of Contents
Chapter 1. Why Marketing Research?
Chapter 2. Common Misunderstandings
Chapter 3. Why Marketing Research?
Chapter 4. Common Misunderstandings
Chapter 5. The Research Agenda
Chapter 6. Using the Functional Approach
Chapter 7. Working First with What You Have
Chapter 8. Collecting Information
Chapter 9. Basic Surveys
Chapter 10. Leveraging Social Media
Chapter 11. Working with Results
Chapter 12. Statistics Primer
Chapter 13. Making it Count
Appendix 1 – Online Resources
Appendix 2 – Sample Surveys
Appendix 3 – Top Global Marketing Research Firms
About the Authors
“Smart business leaders are always looking for a way to gain even a 1% advantage over the competition in the marketplace understanding the long-term gains it can have. Marketing Research for Small Business breaks down the confusing and often misunderstood aspects of market research and makes it understandable and more important instantly actionable for entrepreneurs and biz leaders of all abilities for any size company. By helping leaders see the world differently and put things in the proper order by understanding that the business cycle starts with market research before product development, branding, advertising, and sales, this book empowers all entrepreneurs to see the competitive landscape differently thus seeing hidden opportunities previously ignored and allowing them to instantly improve results and have greater success! This book completely changed my paradigm and I can’t imagine trying to win without this insight. The easy to execute actionable plan provided within will be a game changer for any business leader.” – Robert L. Dickie III, CEO, Bonvera
“As a 20 year veteran in the banking industry, specializing in wealth management for the ultra affluent, I find MRSB to be an exciting, accessible introduction to one of the most useful innovations in modern day marketing. Filed with lively examples from various industries, the book reveals a strong intellectual foundation.” – Zakir N. (Zak) Odhwani, Senior Vice President, Private Client Advisor, Bank of America, Private Wealth Management, Merrill Lynch, Pierce, Fenner & Smith, Inc.