The tools you need to identify, obtain, record, and analyzedata
Sure, access to data is faster and easier to obtain than everbefore, but how do you cut through the clutter of information tofind what's most useful and organize it to suit your purposes?Marketing Research Kit For Dummies supplies a brimming boxof tools that help you mine mountains of data, find the sources youneed, and focus your marketing plan.
Whether you're an entrepreneur, a small business owner, or amarketer in a large organization, this powerful resource andcompanion CD provide you with hands-on tools you need to identify,obtain, record, and analyze secondary, data-electronic andprint-for developing or revising a marketing plan, launching a newproduct or service, or implementing long-term strategic planning.It also offers clear, in-depth instructions and customizable formsfor 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, andreporting results
- Features tips on developing questionnaires for face-to-face,Internet, and postal surveys
- Helps you keep an eye on your competition and analyze theirresults
When money is tight and everything is on the line, you need tomake sure you've done your homework. You need MarketingResearch Kit For Dummies.
Note: CD-ROM/DVD and other supplementary materials arenot included as part of eBook file.
About the Author
Michael R. Hyman, PhD, is a Stan Fulton Chair and professorof marketing, the author of more than 100 published scholarlypapers, and current member of nine journal editorial review boards.
Jeremy J. Sierra, PhD, is an assistant professor ofmarketing with a teaching interest in sports marketing andmarketing research.
Table of Contents
Part I: Marketing Research: Learn It, Live It, LoveIt.
Chapter 1: Seeing What Marketing Research Can Do for You.
Chapter 2: Following the Stages of the Marketing ResearchProcess.
Chapter 3: Surveying the Types of Research You May Do.
Chapter 4: Believing In Marketing Research Ethics.
Chapter 5: Working with Independent Marketing Researchers.
Part II: Surveys: A Great Way to Research.
Chapter 6: Different Types of Surveys You May Use.
Chapter 7: Recognizing Errors in Survey Research.
Chapter 8: Asking People about Their Attitudes.
Chapter 9: Writing Good Questions.
Chapter 10: Designing Good Questionnaires.
Chapter 11: Deciding on a Sample Type.
Chapter 12: Selecting a Sample Size.
Part III: More Methods to Meet Your Needs.
Chapter 13: Secondary Data: What Is It and How Do You UseIt?
Chapter 14: Using In-Depth Interviews and Focus Groups.
Chapter 15: Projective Techniques and Observational Methods.
Chapter 16: Conducting Experiments and Test Marketing.
Part IV: Collecting, Analyzing, and Reporting YourData.
Chapter 17: Collecting and Preparing Your Data.
Chapter 18: Tools for Analyzing Your Data.
Chapter 19: Creating Effective Research Reports.
Part V: The Part of Tens.
Chapter 20: Ten Useful Research Tips for Business Operators.
Chapter 21: Ten Statistical Methods that You (or Your ResearchConsultant) May Use.
Appendix: On the DVD.