Chapter 6
Use Market Research to Guide You
In This Chapter
◆ How market research helps you understand your customers and choose marketing techniques
◆ What research can reveal about your audience
◆ Types of research and the types of data they produce
◆ How to get started—and why
 
Market research. Lots of people talk about it, but is anybody doing something about it? Ask among your business acquaintances. Has anyone you know used research? The answer you get depends on how you ask the question.
So what’s market research all about? Understanding buyer behavior through studying clusters of good customers, examining their purchasing process, their culture, and their motivations, and then using that knowledge to get the most efficient bang for your ...

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