Market Research

The tools you need to identify, obtain, record, and analyze data. Cut through the clutter of information to find what's most useful and organize it to suit your purposes. Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan,conducting depth interviews, and focus groups. Fully explains the process of sampling, analyzing data, and reporting results. Features tips on developing questionnaires for face-to-face,Internet, and postal surveys.

A powerful and tested approach that helps managers see a business's every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users. The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs.

This invaluable guide arms entrepreneurs with all they need to know to research and analyze potential markets--key steps in constructing effective marketing plans, establishing sound financial forecasts, and finding backers. * Worksheets for compiling demographic information, templates for market analysis and the business plan, and a grid for analyzing the competition. * Case studies showing how entrepreneurs have used market research information to develop profitable business strategies. * A business-plan template with guidelines for each section. * Tips and insights for completing market research in each chapter. * Online and community resources in each chapter.

The Marketing Mavens is based on a four-year-long research program that spanned twenty-five industries, identifying long-term winners and what they do differently. Includes insights behind the five imperatives of the true Marketing Maven: ¥ Picking markets that matter ¥ Selecting segments to dominate and finding the sweet spot in that segment ¥ Designing the offer to create customer value and secure differential advantage ¥ Integrating to serve the customer ¥ And measuring what matters.