Marketing Research Kit For Dummies

Your hands–on guide to getting and putting marketing data to work
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. Whether you′re an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource provides you with the hands–on tools you need to identify, obtain, record, and analyze marketing data.
Make better business decisions — get the lowdown on marketing research and learn what it can do for you to start making better business decisions today
Survey your way to success — find out how different types of surveys can (and can′t) work for you and get do′s and don′ts for the best ways to conduct them
It′s a method (not madness!) — discover how secondary data (like online sources and sites with links to multiple sources) can be used in your marketing research
Analyze this — get the tools and information you need to collect, analyze, and report your data
Bonus DVD Includes
Sample questionnaires, checklists, focus group scripts, and research reports
Videos of a complete focus group session and a results presentation
Excel–based tools and a step–by–step guide to various data–analysis methods
See the DVD appendix for details and complete system requirements.
Open the book and find:
How marketing research can (and can′t) help you
Questions to ask when gathering data
Strategies for analyzing results
When to call in outside expertise
The strengths and weaknesses of surveys
Tips for avoiding errors in survey research
Examples of good (and bad) research questions
Guidelines for setting up your own data analysis
Learn to:
Design surveys and questionn aires
Identify, obtain, record, and analyze marketing data
Improve existing products and services
Use the forms, templates, checklists, and video included on the DVD

Nota biograficzna:

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.

Okładka tylna:

Your hands–on guide to getting and putting marketing data to work
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. Whether you′re an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource provides you with the hands–on tools you need to identify, obtain, record, and analyze marketing data.
Make better business decisions — get the lowdown on marketing research and learn what it can do for you to start making better business decisions today
Survey your way to success — find out how different types of surveys can (and can′t) work for you and get do′s and don′ts for the best ways to conduct them
It′s a method (not madness!) — discover how secondary data (like online sources and sites with links to multiple sources) can be used in your marketing research
Analyze this — get the tools and information you need to collect, analyze, and report your data
Bonus DVD Includes
Sample questionnaires, checklists, focus group scripts, and research reports
Videos of a complete focus group session and a results presentation
Excel–based tools and a step–by–step guide to various data–a nalysis methods
See the DVD appendix for details and complete system requirements.
Open the book and find:
How marketing research can (and can′t) help you
Questions to ask when gathering data
Strategies for analyzing results
When to call in outside expertise
The strengths and weaknesses of surveys
Tips for avoiding errors in survey research
Examples of good (and bad) research questions
Guidelines for setting up your own data analysis
Learn to:
Design surveys and questionnaires
Identify, obtain, record, and analyze marketing data
Improve existing products and services
Use the forms, templates, checklists, and video included on the DVD