How to do real marketing research for free

Applied Guide for Conducting Your Own Research for Small & Medium Size Businesses

Includes: Guide to Conducting Research with SurveyMonkey.com

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"Great book for 'dummies' in market research. Helped me understand the process. Will use it now for my business"

Ryan D. Business owner from Chicago

"Really liked how it (the guide) provided a clear path and a toolbox to doing a study with your customers"

Martin M. Business owner from Toronto

The purpose of this book is to show the owners and managers of small and medium-sized businesses (restaurants, bars/pubs, hotels, spa salons, hair salons, retail, dealerships, etc.) the importance of Market Research, guide through the process of Research Objective formulation, survey development, and analysis. It will take you through the step-by-step survey deployment using one of the most popular online survey tools: SurveyMonkey. All of this has one ultimate goal: to help businesses study their customers, identify issues, and solve them with the power of Research.

 

In our book, we put together a guide that takes you through the steps of conducting your own study:

  • Formulation of the key objective of the research and identifying its purpose.

  • Developing the plan to conducting research, collecting the responses, and deciding on the type of research.

  • Developing the questionnaire and formulating the content for individual questions.

  • Collecting sample.

  • Analyzing the data and making decisions.

  • In addition, the book includes a Guide to Conducting a Study with SurveyMonkey.com. The guide takes you through all the necessary steps and discusses the different options provided by SurveyMonkey.

You can receive a Full Refund If you don't find our guide to Conducting Your Own Research and Guide to using SurveyMonkey. Just ask. 

+Plus, get $200 credit towards your first study with CustomXTrack when you buy our book.

Need help with setting up your study? Want to do something complex? We are here to help. Click on the button above to view our list of services. Do not hesitate to contact us if you have any questions.

Guide Authors

Mark’s marketing career covers several decades and many successful campaigns in the auto industry, consumer packaged goods, and finance. He has served as a senior executive at two auto companies and at several global advertising agencies in addition to his experience as Vice President at a major global marketing research company. During his career Mark’s campaigns have won 12 CASSIE Awards – these are awarded only to campaigns where a brand’s success is quantifiably linked to the marketing program with robust research as proof. That has been the hallmark of Mark’s success in marketing – using research to uncover unique insights that drive brand success.

Gleb’s market research career includes more than 12 years with one of the world’s largest market research companies, with clients ranging from S&P 100 companies to smaller local businesses. He has helped solve marketing and business challenges for clients in the automotive, retail, fast-food, restaurant, CPG, wireless network, and consumer electronics categories. His strength is in developing custom research suited to solving the most difficult questions using advanced analytics. In addition, Gleb has a financial and business management background, and when combined with his market research experience, he is able to find the best strategic solutions for any business challenge.

Book Contents

Chapter 1. Importance of doing Market Research

Importance of Customer Satisfaction Research. Common mistakes in Market Research. Retention vs. acquisition. The lifetime value of a customer. Importance of recommendations and tracking Net Promoter Score. Importance of Research for a new vs. established business. Concept of measuring Customer Satisfaction at different touchpoints.

 

Chapter 2. What is Marketing Research

Types of Marketing Research: Primary, Secondary Research.

 

Chapter 3. Market Research Plan (Step-by-Step Guide)

Overview of the market research process steps.

 

Chapter 4. Research Plan Step 1: Identifying the purpose of the research

Evaluating your business, its problems, opportunities, and threats. Identifying the key central question of your research.

 

Chapter 5. Research plan step 2: Hypothesis development

 

Chapter 6. Research Plan Step 3: Evaluation of available sources of information. Identifying gaps in knowledge

Evaluation of available data from your business operations. Evaluation of secondary sources of information. Identifying gaps in knowledge to test hypotheses and make decisions.

 

Chapter 7. Research Plan Step 4: Developing a plan for survey execution

Qualitative and quantitative research. Methods of distributing your surveys to respondents.

 

Chapter 8a. Research Plan Step 5: Developing the questionnaire

Survey design process. Writing the questions. Types of questions. Arranging the order of the questions. Overcoming barriers to completion. Eliminating common mistakes.

Individual question content

Overcoming inability and unwillingness to answer

Deciding on the question structure

Determining the question wording

Arranging the questions in the proper order

Identifying the form and layout of the overall questionnaire

Eliminating bugs by pretesting

 

Chapter 8b. Writing the survey. Asking the right questions for your issues and objectives

Developing questions with business issues in mind. Use of common metrics in Customer Satisfaction Research. Importance of setting Key Performance Indicators (KPIs).

Chapter 9.  Research Plan Step 6: Collecting the responses. How to increase response rates?

Who should participate in the survey? Increasing response rates. Types of incentives

Chapter 10.  Research Plan Step 7: Analysis and Presentation of the Results

Preparing the data for analysis. Recoding data into a new variable. Sample clustering. Frequency distribution, crosstab, correlation analysis.

 

Chapter 11. Research Plan Step 8: Acting on the analysis findings

Chapter 12. Importance of continuous or wave research

 

Chapter 13. Importance of keeping in touch with your loyal customers

Chapter 14. Surveymonkey.com guide to conducting your own research and analysis

Stage 1. Designing the survey

Stage 2. Previewing the survey & scoring

Stage 3. Collecting responses

Stage 4. Analyzing results

Stage 5. Presenting results

Chapter 15. Market Research ethics

 

Appendix. ‘Oh So Good Dining’ case study questionnaire

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