Marketing Research for Small Business : an Efficient and Effective Functional Approach.

Intro
Contents
List of Figures
Preface
Acknowledgments
Chapter 1
Why Marketing Research?
General Benefits of Marketing Research
Voice of the Customer
Management Metrics
New Product
Branding
Common Uses of Marketing Research
Market Intelligence
Existing Customers Behaviors
Competitor Analysis
New Business Opportunities
Ongoing Business Decision-Making
What about the Startup?
Breakeven Point
Output Stages of Analysis
Chapter 2
Common Misunderstandings
Common Misunderstandings of Marketing Research
"Market Research Costs Too Much Money and Time"
"Research Will Not Help My Firm"
"My Current Research Program Is Good Enough"
"We Only Need to Do Research to Support Major Decisions"
"My Influence as a Manager Will Diminish with More Research"
"Market Research Is Just an Elaborate Term for Taking Surveys"
"Marketing Research Will Solve All of My Sales Problems"
Common Marketing Research Uses
What's Next?
Recurring Case Scenario
Chapter 3
The Research Agenda
The Research Plan
The Decision Framework
Information Types
Moving Forward
Developing the Initial Research Plan
Prioritizing
Future Activity
Identifying Research Opportunities
Chapter 4
Using the Functional Approach
The Approach of Affordability (Residual Approach)
Other Issues for Consideration
Customer Relations
Necessities Due to Outside Political Realities
Inside Political Requirements
Proper Use of Rhetoric
Building a Budget Based on the Decision
Giving the Decision Structure
Decision Options
Decision Setting
Expected Results
The Probabilities that Various Scenarios Might Occur
A Decision Procedure
Not Holding Back
Not Risking Too Much
Cost Uncertainty Factors
Faulty Research.

A Functional Approach to Marketing Research
1. Bring Key Managers Together
2. Identify High Priority Tasks and Decisions That Need to Be Made
3. Establish Consensus on the Final Priority of the Research Projects
4. Identify What Research Results Will Assist Management with Their Key Tasks and Decisions
5. Reaffirm That Research Results Will Lead to the Implementation of Tasks and Decisions
6. Determine What Research and Statistical Analysis Will Be Required to Support the Priority Tasks and Decisions
7. Create Questions That Support the Research and Ultimate Desired Outcome
8. Verify If the Questions Have Already Been Answered, or If Similar Data Already Exists
9. Decide on the Population and Sample to Be Examined
10. Carry Out the Research
11. Analyze the Data
12. Draft a Written Report to Disseminate Among Key Managers
13. Bring Key Managers Together to Examine Findings
14. Implement Tasks and Make Decisions Based on Findings
15. Determine a Future Time to Evaluate Implemented Tasks and Decisions
16. Evaluate Results of Priority Tasks and Decisions
Chapter 5
Working First with What You Have
Using Existing Company Information
Inside Archival Sources
Inside Numerical Records
Single Transaction Records
Records of Complaints
Inquiries and Comments
Information Centers
External Sources of Information
Raw Data in Secondary Sources
Secondary Sources Already Analyzed
Syndicated Services
Public Records
Sifting through the Data
Chapter 6
Collecting Information
Measurement
Mechanical or Electronic Observation
Inexpensive Experiments
Designing Studies
Types of Experiments
After Measure with Control
Before and After Measures with Control
Experimental Designs That Are Complex
Lab Experiments
Chapter 7
Basic Surveys.

Survey Design
Methods of Asking Questions
Mail Surveys
Electronic Surveys
Telephone
Interviewing Face-to-Face
Focus Groups
Guidelines for Focus Groups
Mall Intercept
Sampling Framework
Quota Sampling
Convenience Sampling
Convenience Experimentation
Qualitative Research with Convenience Samples
Interviewing In-depth with Convenience Samples
Sought After Sampling
Network Sampling
Chapter 8
Leveraging Social Media
A Few Statistics
Hard and Soft Costs
Social Media Platform Costs
Initial Set up for Social Media Usage
Advertising and Exposure
Outsourcing to a Social Media Professional
Social Media and Marketing Research
Social Media Research Options
Collect Feedback Ahead of New Roll Outs
Focus Groups on Social Media
Chapter 9
Working with Results
Sources of Error
Outside the Questions
Data Entry Errors
Mistakes in Coding
Questions
Interviewer-Induced Error
Order Effect
Bias from Order
Thurstone Scales Approach
Likert Scales
Semantic Differentials
Stapel Scales
Graphic Scales
Chapter 10
Statistics Primer
Descriptive Statistics
Nominal Data
Ordinal Data
Interval Data
Ratio Data
Central Tendency
Non-Parametric Data Analysis
The Chi Square Test
Cross-Tabulations
Potential Confounds
t-Test
Metric Data Analysis
Analysis of Variance ANOVA
Association
Ordinal Data: Spearman Rank-Order Correlation
Correlation of Pearson Product Moment
Metric Data
Simple Correlations
Multiple Regression
Stepwise Regression
Other Multivariate Techniques
Factor Analysis
Cluster Analysis
Discriminant Analysis
Multivariate Analysis of Variance MANOVA
Chapter 11
Making It Count
General Misunderstandings of Research
Other Organization Divisions
Additional Partners.

Universities or Wade Association
The Manager's Own Organization
Software Requirements
Closing Thoughts
Appendix 1. Online Resources
Government
Segmentation
Market Research Intelligence
Appendix 2. Sample Surveys
Sample Survey 1
Sample Survey 2
Sample Survey 3
Sample Survey 4
Sample Survey 5
Sample Survey 6
Sample Survey 7
Sample Survey 8
Appendix 3. Top Global Marketing Research Firms
Australia
Canada
France
Germany
India
Netherlands
Russia
United Kingdom
United States
Turkey
About the Authors
Index
Blank Page.