In the majority of small businesses, the owners/entrepreneurs themselves are forced to do most of the research essential to getting the business underway and monitoring their customer base and competitors after start-up. This guide, aimed at both potential and established small-business owners, details how to conduct this research using the most cost-effective methods. The author explains how readers can obtain the information they need to formulate a market plan, keep it current, and build a system for the collection, organization and implementation of data.
Table of Contents
Planning to Succeed. Knowing Your Market and Your Competition. Creative Research Planning. Convenient Sources for Marketing Research. The Library and Other Secondary Sources. Using the Telephone. Real Intelligence Tricks of the Trade. Preparing the Marketing Plan. Communicating with Your Customers. Marketing Information Systems. Conducting Surveys. Interviewing. Problem Solving with Marketing Research. Making Marketing Research a Habit. Notes. Index.