Description: Information is power, and to make it in today's volatile business world, you need up-to-the-minute information on who your customers are, what they want, and how your competitors are planning to give it to them. Big corporations employ specially trained researchers to gather that sort of information, but how about entrepreneurs and company managers who have to do everything on their own? No problem. The inexpensive, quick, and easy-to-use market research tools and techniques described in this book were developed especially for small business owners. Successful Marketing Research also provides a probing look at the state of small business today. Economist and market research expert Ed Hester addresses a wide range of customer service and marketing problems that plague small businesses. He reveals the real reasons why 75 percent of small businesses fail within the first two years. And he explains why lifelong learning and a regular program of study and fact-gathering are the true keys to continued small business success.

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