Guerrilla Marketing research
In order to gain a wider insight into guerrilla marketing and internet marketing a number of research questions are designed to show the currently known information about the topic, to explore advantages and disadvantages, risks and potential that guerrilla marketing online may mean for business organisations. Combination of secondary and primary research ensures that the wide scope of the topic will be research thoroughly and the conclusive recommendations will be trustworthy, reliable and useful. The research objectives are chosen as follows:
- What is guerrilla marketing and what is the relation with traditional marketing?
- What types of guerrilla marketing already exist?
- What is Internet Marketing and what is the context between Internet Marketing and Guerrilla Marketing?
- What are the benefits, limits and risks of Guerrilla Marketing Online for businesses?
- What are the principles of Guerrilla Marketing?
- What is the opinion of businesses on Guerrilla Marketing and usefulness for their organization?
- Is there a potential in Guerrilla Marketing Online?
The research objectives will be answered based on comprehensive secondary and primary research with combination of personal findings of the author, which publishes examples of guerrilla marketing online campaigns created especially for purposes of this study.
The objectives of the study are designed in order to ensure that all the research objectives will be answered and that the original aim of this study will be fulfilled. The objectives also show that steps are necessary to fully cover the topic and to gain full and relevant data regarding the topic.
|1||Secondary research will be conducted in order to fully cover currently known secondary data about the Guerrilla Marketing|
|2||Primary research in form of questionnaire exploring the individual opinion of business community on marketing and guerrilla marketing|
|3||Evaluation of results of secondary and primary research will be conducted.|
|4||Identify Guerrilla Marketing principles that best fit to the business objectives of the organizations and marketing principles applied on Internet.|
|5||Identify and explore communication channels of Internet where Guerrilla marketing can be used most appropriately|
|6||Showing existing or new examples of guerrilla marketing campaigns that covers the principles and objectives of the secondary and primary research outcomes.|
Table 1 Research objectives of the study
Conducting secondary research answers the most of the research questions concerning purposes of Guerrilla Marketing and purpose of its existence. Primary research than add personal feedback of business community on what is their opinion on guerrilla marketing and its use for their business needs. Showing already existing guerrilla marketing campaigns on Internet and creating new examples of campaigns were appropriate existing cannot be found will complete the full overview on what Guerrilla Marketing Online means for current marketing development and its foreseeable future.