Research Catalog

Title

AMA complete guide to marketing research for small business / Holly Edmunds.

Author

Edmunds, Holly.

Publication

Lincolnwood, Ill., USA : NTC Business Books, [1996], ©1996.

Items in the Library & Off-site

Holdings

Details

Description

xii, 176 pages : illustrations; 25 cm

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.

Alternative Title

• American Management Association complete guide to marketing research for small business
• Marketing research for small business

Subjects

• Marketing research
• Small business

Note

• "Published in conjunction with the American Marketing Association ... Chicago, Illinois"--T.p. verso.
• Includes index.

Contents

Ch. 1. Defining Your Marketing Research Needs -- Ch. 2. Selecting the Optimum Research Methodology -- Ch. 3. Gathering Sample for Your Research -- Ch. 4. Basic Questionnaire Design -- Ch. 5. Guidelines for Effective Mail Surveys -- Ch. 6. Developing a Winning Telephone Survey -- Ch. 7. Focus Groups -- Ch. 8. Mystery Shopping Programs -- Ch. 9. Quality Control in Market Research -- Ch. 10. Selecting and Working with a Research Vendor -- Ch. 11. "Making or Breaking" Your Research Budget -- Case 1. Nonprofit Organization -- Case 2. The Electric Village -- Case 3. Miller Floral Shops.

ISBN

0844235849 (alk. paper)

LCCN

96010743

OCLC

• 34284011
• ocm34284011

Owning Institutions

Columbia University Libraries