Research for non believers includes 2 case studies - 5 pages from Volume 18 of Marketing Matters Magazine, 2007

Covers the myths of research - Myth 1 we already have lots of research. Solving Myth 1 by sorting out data overkill, what type of research you really need, when not to do research, how to get the most from research. Myth 2 - research is expensive. Solving Myth 2 by looking at alternative low costs and no cost research. Case Study 1 - mapping future promotions. Case Study 2 - insight for the price of morning tea.