By Jay Conrad Levinson, Gerald Linda, Robert J. Kaden
More Guerrilla advertising Research will take readers on a trip via probably the most misunderstood and under-utilized advertising and marketing techniques. The follow-up to Guerrilla advertising Research, this publication destroys the parable that simply gigantic businesses can find the money for advertising learn. It specializes in why small and mid-sized companies can reap the benefits of undertaking concentration teams and surveys, and the way they could do it. More Guerrilla advertising Research contains new and up-to-date fabric on environment study targets and goals; how one can set a study funds; secondary examine; qualitative study; learn into feelings; buyer delight study; and the way forward for advertising research.
Reviews of the 1st edition:
“[A] welcome addition to the ‘guerrilla marketing’ books designed to provide useful suggestion to smaller and medium-sized companies. – Choice
“In uncomplicated, layman’s phrases, outlines winning suggestions that even the smallest companies can implement.” – [i]Kirkus Reviews
“[A] sensible consultant for the nonprofessional researcher.” – Journal of monetary Literature
“[A] excellent primer at the subject.” – Library Journal
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Extra resources for More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money
Sample text
1569). We use product attributes to construct a multidimensional space in which to analyze an individual's preferences and their choice behaviors. , Mahajan and Peterson 1979) because the focuses of the problem and the methodology are completely different. We study the tradeoff behavior of an individual consumer and derive a diffusion equation by integrating the behaviors of relevant consumers. Our model also differs from previous models that incorporate product attributes. We figure product attribute into a consumer's utility structure and his/her decision behavior, while previous models use the attributes to modifY parameters of the Bass model (Srivastava, Mahajan, Ramaswami and Cherian 1985) or combine the binary choice model with the Bass model (Weerahandi and Dalal 1992).
Significantly smaller with Comparative format. Bold indicates attitude toward brand [sponsor or named competitor] significantly greater than attitude toward message. Italicized indicates attitude toward message significantly greater than attitude toward brand [sponsor or named competitor]. Consequently, the analysis was restricted to differences of combined extremely negative and negative responses. The computation yielded a z of 2. 92 which is statistically significant beyond .. 01. Hence, H1C is partially accepted.
H1C is partially supported. As illustrated in Table 2, both comparative and negative comparative formats produced negative evaluations of the named competitor. Fifty percent of those responding to the negative advertising message rated the competitive brand as negative; whereas, 27 percent who responded to the comparative version assigned negative or extremely negative rankings to the named competitor. This finding suggests that consumers' feelings toward the named competitor were more negatively affected when the sponsor incorporated disparaging statements into the copy.