Market Research Made Easy. 2nd ed.

Ann Turner is the financial and budget manager of the University of
British Columbia Library.

Market research is essential when starting a new business, introducing a
new product or service, and monitoring changes in the market for
existing products and services. Businesses large and small use it to
analyze their markets, measure market response to their offerings,
assess the effectiveness of their advertising, and do strategic
planning. Professional market researchers are available at a price to
carry out this work, but for small businesses much can be done at
minimal cost by business owners themselves if they are willing to invest
some time in gathering and analyzing market data.

In the tradition of the Self-Counsel Business Series, this step-by-step
guide shows the way and provides the necessary worksheets and samples.
An illustrative case study continues through all the chapters, showing
how a new entrepreneur explores her market, gathers primary and
secondary data, analyzes and interprets her results, and prepares her
business plan. This expanded and updated edition of the original 1993
publication integrates current computer technology into the processes of
searching for and compiling market data, utilizing Internet searches and
survey software.