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Hyman M.R., Sierra J.J. Marketing Research Kit for Dummies

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Hyman M.R., Sierra J.J. Marketing Research Kit for Dummies
Wiley, 2010. — 410 p. — ISBN: 047052068X, 9780470520680.
The tools you need to identify, obtain, record, and analyze data
Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan.
Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research.
Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups
Fully explains the process of sampling, analyzing data, and reporting results
Features tips on developing questionnaires for face-to-face, Internet, and postal surveys
Helps you keep an eye on your competition and analyze their results
When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies.
Contents:
Introduction.
Marketing Research: Learn It, Live It, Love It.
Seeing What Marketing Research Can Do for You.
Following the Stages of the Marketing Research Process.
Surveying the Types of Research You May Do.
Believing In Marketing Research Ethics.
Working with Independent Marketing Researchers.
Surveys: A Great Way to Research.
Different Types of Surveys You May Use.
Recognizing Errors in Survey Research.
Asking People about Their Attitudes.
Writing Good Questions.
Designing Good Questionnaires.
Deciding on a Sample Type.
Selecting a Sample Size.
More Methods to Meet Your Needs.
Secondary Data: What Is It and How Do You Use It?
Using In-Depth Interviews and Focus Groups.
Projective Techniques and Observational Methods.
Conducting Experiments and Test Marketing.
Collecting, Analyzing, and Reporting Your Data.
Collecting and Preparing Your Data.
Tools for Analyzing Your Data.
Creating Effective Research Reports.
The Part of Tens.
Ten Useful Research Tips for Business Operators.
Ten Statistical Methods that You (or Your Research Consultant) May Use.
Appendix: On the DVD.
Index.
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