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

ISBN-13: 9781138147959 / Angielski / Twarda / 2016 / 286 str.

Bonita Kolb

Opis

'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold. Firstly, it aims to educate the readers on how research can be utilized to help their organization reach its goals. Secondly, it shows how to conduct different methods of research, including focus groups, interviews, projective techniques, observations and surveys, and how to use the findings of these to improve products, target customers and develop effective promotions.Concise and well-structured, the text provides a step-by-step process to help the reader understand and apply the various research methodologies.'Marketing Research for Non-profit, Community and Creative Organizations' is designed for students and will also be invaluable for managers working within non-profit or creative environments.

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