Grob Health & Science, Cambridge, Mass., has released the "Grob Guide to Market Research," a virtual bible for marketers. If you're strapped with cumbersome research projects, the guide helps you better organize your goals and evaluate alternatives. It provides tips for everything from mail surveys to competitor research.
The book's offers advise and suggestions on how to gain market share.
For example, when a company is looking to convert competitors' sales to its own products and services, a switching study is required, Grob says.
This kind of study helps determine how customers view different products and what inducements would make them change to another supplier.
For a copy of the free guide, call Grob at 617/876-9300.