Marketing Research Kit For Dummies

Marketing Research Kit For Dummies

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Product Details

ISBN-13: 9780470520680
Publisher: Wiley
Publication date: 04/05/2010
Series: For Dummies Series
Pages: 408
Sales rank: 547,138
Product dimensions: 7.30(w) x 9.20(h) x 1.00(d)

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.

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Table of Contents

Introduction.

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.

Index.

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