Know Your Market takes the guesswork out of understanding your customers and their needs. Demonstrating step-by-step how to construct a typical research project, this streamlined guide explores all aspects of market analysis in language free of jargon and confusing abstraction.
Beyond the nuts and bolts of collecting, classifying and storing data, Know Your Market explains how to set up information systems, and how to gather, analyze, and present information on products, markets, market segments, and market shares.
Complete with worksheets, charts, tables and checklists, this practical guide will show you how to:
* Determine research objectives * Monitor marketing efforts * Budget a research project * Perform secondary research and make the best use of available information in print * Prepare and present an effective final report