Week 8 - MKTG 6101 - Guerrilla Marketing Chapter 8

Chapter 8 of Guerrilla Marketing focuses on the importance of conducting research - both free & paid. Levinson’s main focus throughout the chapter was taking advantage of free research options such as questionnaires. The most accessible option is to utilize the internet. The internet houses so much information and as long as you know where to look for it, you’ll be able to tap into this “superlibrary” (Levinson, 2007, p. 89). Another option is to distribute a questionnaire to current customers or to individuals who are currently using the services you provide. With this method, you will also need to decide if you want your questionnaire to be lengthy or short. The longer the questionnaire, the more information you will be able to gather about your (potential) customers. With this information you will be able to better serve them and learn the proper audience to distribute future questionnaires.

References
Levinson, J. (2007). Guerrilla Marketing, 4th Edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness