Bonita Kolb

Marketing Research for Non-profit, Community and Creative Organizations (eBook, ePUB)

• Format: ePub

Produktbeschreibung

This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion. Textbooks on nonprofit marketing do teach students marketing theory and practice. However these books often only have a chapter or less on marketing research. As a result of this approach, even if the students gain an understanding of product development, segmentation approaches and promotion methods, they do not know how to conduct the research which would provide the information necessary for making any marketing decision. This book will be useful for managers of small nonprofit, creative, and community organizations as many do not have business experience.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 290
• Erscheinungstermin: 10. September 2008
• Englisch
• ISBN-13: 9781136379598
• Artikelnr.: 38251208

Autorenporträt

Bonita Kolb

Inhaltsangabe

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

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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