Marketing Research for Non-profit, Community and Creative Organizations

This book has two market segments. The academic market would consist of marketing classes in nonprofit and arts management programs. It also could be used in social work degree programs as it covers research issues relating to community organizations. In addition degree programs in the creative industries such as tourism, design, sports and entertainment would find this book useful. A secondary market for the book would be practitioners in the fields of arts management, nonprofit management, community development, travel/tourism and entertainment.

Contents
Table of Contents: Part I: Marketing Research and the Organization 1. Discovering funding sources 2. Establish What Your Organization Needs to Know the research process 3. Choose the Right Research Tool 4. Cultural Considerations for Research Studies 5. Discover Already Available Information Part II: Research Methods 6. Conducting Focus Groups for Product Improvement 7. Interviews to Measure Your Message’s Effectiveness 8. Conducting Surveys to Find Customers 9. Projective and Observational Techniques 10. Report Writing and Presenting the Findings

Author Information
By Bonita Kolb, Associate Professor of Business Lycoming College, Williamsport, PA, USA.

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