Book description
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.
Note: CD-ROM/DVD and other supplementary materials are not
included as part of eBook file.
Michael R. Hyman, PhD, is a Stan Fulton Chair and
professor of marketing, the author of more than 100 published
scholarly papers, and current member of nine journal editorial review boards.
Jeremy J. Sierra, PhD, is an assistant professor of marketing
with a teaching interest in sports marketing and marketing research.
