Guerrilla Marketing Research simplifies and clarifies the many misconceptions about market research and its benefits, and shows how small companies can use marketing research to improve their current business as well as generate new business. In a clear, jargon-free style, it destroys the myth that only big companies can afford marketing research and explains why small- and medium-sized businesses can benefit from conducting focus groups and surveys – and how they can do it for far less than they think. Compelling and easy to read, Guerrilla Marketing Research will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques.
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