This book is a practical guide to market research methods and practices written for marketing professionals who need to conduct research on a budget. It emphasizes techniques that offer the quickest, least expensive way to get needed information. The author presents material not usually covered by other marketing research texts, including criteria regarding the use of requests for proposal; guidelines for selecting consultants, outside agencies, and statistical software; and practical tips on presenting research findings correctly and persuasively. "Business Information Alert"

Written especially for marketing professionals who need to conduct research on a budget, this book is a practical, efficient guide to market research methods and practices. Based on the author's own experience as a marketing consultant, president of a small manufacturing company, and academic researcher, Cost-Effective Marketing Research emphasizes techniques that offer the quickest, least expensive way to get needed information. In addition, the author presents a wealth of material not found in other marketing research texts, including criteria regarding the use of requests for proposal (RFPs); guidelines for selecting consultants, outside agencies, and statistical software; and practical tips on presenting research findings correctly and persuasively.

Organized into eight highly readable chapters, the book begins by exploring the role of research in the decision-making process. Subsequent chapters address the utility and pitfalls of using secondary data and syndicated research; how to conduct effective surveys, the proper use of depth interviews and focus group techniques; ethnography and quantitative observations of behavior; experimentation; and ways of editing, analyzing, and interpreting data. In the final chapter, Soares describes how to translate research findings into usable input for rational decisions, how to put together a top notch research report, and how to prepare for oral presentation of research findings. Finally, he addresses the critical issues of business competition and marketing research ethics.

In this volume, Eric Soares offers a lively and comprehensive treatment of promotional feats--publicity efforts that generate positive and extensive media exposure and thereby enhance sales. Arguing that promotional feats are one of the most powerful yet underused tools available to the marketing manager, Soares shows how they can have a dramatic impact on consumer behavior if they are developed and executed carefully. The types of feats described and illustrated include advertisements, sales, promotions, publicity stunts, sales activities, displays, or unusual product characteristics. The common denominator, Soares demonstrates, is that each feat must be newsworthy enough to cause media attention, which is then instrumental in affecting consumers' attitudes, intentions, and buying behavior. Numerous examples of successful consumer-based promotion activities are included.

The book begins by examining historical feats of publicity and promotion undertaken by military strategists, adventurers, and others. Soares explains how each incident was conceived and carried out and illuminates its applications to business. The bulk of the volume explores business promotional feats and their underlying market strategies. Separate chapters are devoted to media events, product features, outrageous advertisements, promotion gimmicks, and company icons. The final chapter reviews the process of conceptualizing, designing, and implementing a promotional feat. An indispensable resource for marketing and sales promotion managers, "Promotional FeatS" will also be essential reading for anyone aspiring to a career in these fields.