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The Complete Idiot's Guide to Target Marketing by Susan Friedmann

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Chapter 5
Market Research, Pure and Simple
In This Chapter
◆ Understanding the value of market research
◆ Focusing on do-it-yourself market research
◆ Finding out how to hire the best help—on a budget!
The more you know about your customers, the better you can reach them. Target marketing hinges on understanding your customers: who they are, what motivates them, and what, at the end of the day, they consider important.
Once you know who your customers are, you still have to discover the best way to reach them. What media is the most effective? What messages will resonate? Will this great promotional campaign you’re considering draw in the crowds—or draw down scorn from the very people you’re trying to reach?
To discover the information that you ...

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