Guerrilla marketing research - Robert J Kaden

Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. This addition to the Guerrilla Marketing series of books focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys - and how they can do it for far less than they think.

This compelling and easy to read book will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will benefit the most sceptical business owner, manager or entrepreneur as to the value of marketing research.

Robert J Kaden has been in marketing research his entire career. He worked in the research departments of various advertising agencies before founding and growing one of Chicago's premier marketing research companies, Goldring and Company. In 1989, after 17 years, he sold the company to a UK research conglomerate. In 1992, he started The Kaden Company and continues today to serve his marketing research clients.

He has worked extensively in the retail, banking and credit card, food, consumer package goods, health care, educational, toy, technology and direct marketing industries, and has pioneered many unique quantitative and qualitative marketing research approaches.

He is very active on the international speaking circuit, lectures widely and writes regularly for the business press on the use of creative problem-solving techniques as they apply to research, strategic planning and new product development processes.