Marketing Research for Non-Profit, Community and Creative Organizations: How to Improve Your Product, Find Customers and Effectively Promote Your Mess

ISBN-13: 9780750687607 / Angielski / Miękka / 2008 / 286 str.

Kolb

Opis

This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion.

Spis treści

Table of Contents:

Part I: Marketing Research and the Organization

1. Discovering funding sources
2. Establish What Your Organization Needs to Know the research process
3. Choose the Right Research Tool
4. Cultural Considerations for Research Studies
5. Discover Already Available Information

Part II: Research Methods

6. Conducting Focus Groups for Product Improvement
7. Interviews to Measure Your Message’s Effectiveness
8. Conducting Surveys to Find Customers
9. Projective and Observational Techniques
10. Report Writing and Presenting the Findings

O autorze

Bonita Kolb