Guerrilla marketers are the ziggers, when the rest of us are zagging. They rewrite the rules, find the overlooked niches, overturn staid thinking and find ways of thriving when others do not.
Many Guerrillas start as entrepreneurs, but many entrepreneurs have nary a clue about how to benefit from being a Guerrilla. Large well-know brands like Virgin, Jet Blue and even Walmart started as Guerrillas and, even as they grew into behemoths, maintained their Guerrilla roots.
Guerrillas hold a common belief that growth is tied to being more nimble and creative than competition. Rather than being defined by sales, profits or employee count, they share iconoclastic tendencies that continue to serve them well at every stage of their growth. What many Guerrillas have lacked, though, is an understanding of marketing research and how it can be used to hasten their success.
In his many books, Jay Conrad Levinson writes about the way of the Guerrilla - how to think like one, act like one and be one. His landmark book entitled Guerrilla Marketing
finds him talking about the value of free market research, commonly called secondary research.
In Guerrilla Marketing Research
, the notion of the free kind of secondary source research was left behind in favour of more complete discussion of primary research, the kind of research that is custom-designed for the particular needs of a company and often conducted by professional researchers. That book argued, eloquently we hope, about why and how primary research was an essential and economical tool for Guerrillas. It focused on how Guerrillas could use marketing research on their own---or at least, pay far less to research suppliers and consultants when they did need outside help.
In MORE Guerrilla Marketing Research
, you will again be introduced to tried and true research techniques that will help you grow your business. And you will also benefit from expanded discussions for effectively planning research, conducting studies and using results. You will come to understand why consumer emotions and feelings are more important to your growth than ever before. And, you will learn what the future holds for the industry and how you can be among the first to benefit from embracing 21st century marketing research approaches.
Defining Marketing Research
Marketing research, or information about the marketplace, can follow two general paths. One is the customer attitude path, which seeks to determine the attitudes and perceptions of customers and prospects. By understanding what motivates customers and prospects, marketers can develop plans for increasing their likelihood of success. This is often referred to as the WHY of the marketplace.
- Why don’t my customers spend more with me?
- Why can’t I get new customers faster?
- Why isn’t my advertising being more effective?
The other path is the customer behavior path, which seeks to determine marketplace patterns. How much money is being spent in the product categories of interest? Is the market itself growing or diminishing? Which brands and products have the strongest shares? Which television or radio programs are watched and listened to, which magazines are read? This is referred to as the WHAT of the marketplace.
In fact, a great deal of both WHY and WHAT information is free and available through secondary sources. And, a chapter entitled Secondary Research details how you can tap into secondary sources to help you understand the marketplace and your position in it.
However, secondary research is rarely enough to answer all the WHAT and WHY questions which are unique to your company or brand and important to understand if you hope to grow you company. Therefore, we steadfastly hold to the belief that by clearly understanding the benefits of
conducting primary research, you will have and your company will be better served.
MORE Guerrilla Marketing Research
is mainly a book is about conducting primary research of the WHY variety. It includes qualitative studies such as focus groups and quantitative studies such as Internet and telephone surveys. It delves deeply into how research should be planned, how the right targets should be chosen to be interviewed and how an effective questionnaire should be written.
It will give you guidance in determining the right number of respondents to interview and explain how to organize and analyze data. Critically, it discusses how research findings should be used in your company so that they generate greater profits.
When you finish this book, you will understand why doing both secondary and primary research the right way is important to growing your business. And you will know how to get it done for far less money than you thought. We hope that will intrigue you enough to buy this book.
Chapter 1. Marketing Research – Why Should You Care
Chapter 2. Setting Research Goals and Objectives
Chapter 3. What Guerrillas Can Learn from Large Company Research
Chapter 4. How to Get Started
Chapter 5. How to Set a Research Budget
Chapter 6. Using Research Professionals
Chapter 7. How Much Research Should You Do?
Chapter 8. The Research Plan
Chapter 9. Secondary Research
Chapter 10. Brainstorming and Other ideation Processes
Chapter 11. Focus Groups and Qualitative Research
Chapter 12. Research into Emotions
Chapter 13. Surveys and Quantitative Research
Chapter 14. How to Conduct a Survey
Chapter 15. Writing Questionnaires
Chapter 16. Customer Satisfaction Research
Chapter 17. Sampling
Chapter 18. Organizing Data
Chapter 19. Statistical Techniques
Chapter 20. Telling the Story—Analyzing Survey Results
Chapter 21. Putting Results into Action
Chapter 22. The Future of Marketing Research