The Marketing Pocketbook (Management Pocket Book Series) by Tony Fletcher, Neil Russell-Jones PDF

By Tony Fletcher, Neil Russell-Jones

ISBN-10: 1870471407

ISBN-13: 9781870471404

Are you aware why your shoppers purchase from you, and the place your product suits out there position? advertising shouldn't be the province of a unmarried division, yet may still contain the entire association. Covers marketplace examine, procedure, advertising combine, strategies and techniques of communique.

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Extra resources for The Marketing Pocketbook (Management Pocket Book Series)

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Often used for industry trend analysis, strategy discussions and product comparisons. Also common to use them to kick start a research campaign by ensuring all issues/angles have been considered. Tips: ● Needs facilitating - a free lunch is not a focus group! ● Specialist facilitator will ensure better results ● Pick members carefully to get optimum blend of experience and skills ● Make sure all group members express opinions 45 MARKET RESEARCH - METHODS PUTTING IT TOGETHER Consolidate the data gathered into a market research report.

36 MARKET RESEARCH - METHODS TELEPHONE INTERVIEWS Using the telephone to get information from people - simple in concept; difficult in execution. ● ● ● ● Relatively inexpensive Can be focused Quick People prefer talking to writing But: ● ● ● People are suspicious of such calls Spurious responses may be given Timing (when to call) is critical Tips: ● Have a structured script ● Give relevant information that won’t prejudice answers ● Tell them how long it will take ● If talking to business, make a note of whom you interviewed 37 MARKET RESEARCH - METHODS WRITTEN QUESTIONNAIRES Use is very widespread, eg: hotels, airlines, publishers, postal questionnaires, membership surveys.

Often used for industry trend analysis, strategy discussions and product comparisons. Also common to use them to kick start a research campaign by ensuring all issues/angles have been considered. Tips: ● Needs facilitating - a free lunch is not a focus group! ● Specialist facilitator will ensure better results ● Pick members carefully to get optimum blend of experience and skills ● Make sure all group members express opinions 45 MARKET RESEARCH - METHODS PUTTING IT TOGETHER Consolidate the data gathered into a market research report.

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The Marketing Pocketbook (Management Pocket Book Series) by Tony Fletcher, Neil Russell-Jones


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